Manila - Building on the momentum of their recent assignments from the SM Investments Group - Agency of Record for the entire SM Food Retail Group as well as for their Hamilo Coast residential and leisure estate, SM Investments has now officially named Ace Saatchi & Saatchi in the Philippines as AOR for the Mall of Asia Complex. This is the crown jewel in the SM Investments portfolio.
The Mall of Asia Complex comprises a prime 60-hectare reclaimed bayfront site along the shores of Manila Bay, and is designed to become the new urban business, retail and leisure heart of the 12-million population Metro Manila region. It is also designed to strategically reposition Metro Manila as a major investment, business and tourist destination in Southeast Asia.
Centred around the Mall of Asia - designed by Miami-based Architectonica and, according to Forbes Magazine 2006, the world's third largest mall in terms of leasable space - the Mall of Asia Complex also includes the SMX Convention Center, the Philippines' newest and largest convention and exhibition complex and amongst the largest of its kind in Southeast Asia.
The Complex already houses the world's largest IMAX screen and Southeast Asia's newest Science and Discovery centre. In addition the Mall of Asia Complex includes the One E-Com centre, the first high-tech business complex to be located on the Manila bayfront. Scheduled for groundbreaking during the first part of 2008 are the SM Arena, a world-class indoor domed arena with a seating capacity for more than 18,000 persons, as well as Manila's first luxury Regent and 4-star Radisson Hotels. A 6-tower condominium project is also planned.
The Mall of Asia Complex is a prestige win for Ace Saatchi & Saatchi and underscores the agency's ability to understand and build a strategic relationship with one of Southeast Asia's largest and fastest growing business groups.