What happens when you combine a passion for outstanding creativity with the need to deliver business results to clients? You get an agency called BCD Pinpoint.
History
In 1988, BCD Pinpoint began as a backyard list rental and newsletter operation with one AT computer and one dot matrix printer—a humble beginning with only six thousand pesos (approximately US$110)—established by J. Richard “Dickie” Soriano.
Pinpoint Inc., as it was then called, grew to become BCD Pinpoint Inc., after Bob Cheong Design of Canhers Pte. Ltd. Singapore bought into the company in 1990. The partnership gave birth to the only full-service direct marketing agency in the Philippines.
Ogilvy & Mather, one of the world’s top advertising agencies, acquired a stake in BCD and became its affiliate in 1996.
To date, BCD Pinpoint is still the only full-service CRM agency in the Philippines and is one of the largest in Southeast Asia; expanding its capabilities to digital, above-the-line, and below-the-line advertising to better serve the needs of a roster of clients ranging from automotives to non-profit organizations. BCD continues to lead the way for effective client servicing practice in the Philippines.
Our Clients
As a marketing communications company with capabilities in advertising, we have gathered a long list of highly satisfied customers in automotives, resorts and real estate, non-profit organizations, IT, industrial chemicals, and other fields.










Our Work
For more than 25 years, BCD Pinpoint has been a constant in the Philippines’ direct marketing industry. We have adapted to changes in the market, advances in technology, and the evolution of the industry’s needs. Our work fits evolving aesthetics and meets international standards in creativity and design.
Among our diverse portfolio are direct mail packages, strategic plans, and large-scale advertising campaigns for clients based both in the Philippines and abroad.
At BCD Pinpoint, we deliver to help you get the results your business deserves.
Featured Cases


BMW
In 2010, BMW found itself facing strong competition as rivals in the automobile industry began introducing new class lines at lowered prices. BMW entrusted BCD Pinpoint with the task of boosting consumer interest and sales, which we did with the BMW Zero Payment Plan.


Unicef
Faced with the growing problem of infant malnutrition in Mindanao, UNICEF Philippines set its sights on raising funds for a treatment program with a proven 90% success rate. UNICEF called on BCD Pinpoint to draw attention to its cause.


KIA
In 2012, KIA revamped their 2012 KIA Rio to have a smoother ride, lower emissions, and better gas mileage. BCD Pinpoint stepped in to highlight the Kia Rio’s most striking features, and improve vehicle sales.
Services
As a marketing communications company with capabilities in CRM, above-the-line, below-the-line, and digital advertising, BCD Pinpoint offers a whole range of services to ensure success for all of our clients’ marketing communication needs. Our background in direct marketing and CRM has allowed us to come up with targeted communications that lead to results.
Our Process
- Invest in the best consumers
- This is a way of organizing consumers that builds a more relevant experience and allows for more efficient budget allocation.
- Identify the high level needs that will enable a more effective program concept.
- Develop a communication model that provides invaluable resource at exactly the right moment.
- This is to implement continuous testing and improvement.
- Ensure responsible transitions to new approaches.
Awards
It’s always comforting to know that your work is appreciated, more so when international award-giving bodies do the lauding. For our outstanding creative work and unique strategies, we’ve received numerous awards locally and internationally. From Araw Awards to John Caples Awards for Direct Marketing Excellence, we’ve left a mark among a roster of award-giving bodies worldwide. This includes the Cannes Lions for Direct Marketing—a proud achievement to have been the very first in the Philippines.
CANNES LIONS
Lions Direct Bronze
50th International Ad Festival, Cannes
Category: Non-Profit Organization
Project: Dos por Dos
Client: Philippine Animal Welfare Society
DM ASIA
Show Award
Direct Marketing Asia
Category: Best Creative
Project: Straight Jacket
Client: Salt and Light Ventures
ECHO AWARDS
Golden Echo Award
Direct Marketing Association
Category: Business to Business /
Not-for-profit / Flat / Dimensional Mail
Project: Dos por Dos
Client: Philippine Animal Welfare Society
JOHN CAPLES INTERNATIONAL AWARDS
Bronze
John Caples International Awards
Category: Direct Mail – Flat
Project: Fahad’s Arm
Client: UNICEF Philippines
BRANCHES
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Careers
At BCD Pinpoint, we build the people in our company so together we can build brands. These are individuals that love the thrill of overcoming a challenge and look forward to change. They are fun-loving and results-oriented. We’re constantly on the look-out for talented and passionate individuals who have the potential to grow with us.