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Following a competitive regional pitch, TBWA\Santiago Mangada Puno (TBWA\SMP) has been appointed as the lead creative agency for Reckitt Mead Johnson Nutrition, securing the ASEAN mandate for Enfagrow alongside the Lactum business in the Philippines.
The regional pitch, concluded late last year, was spearheaded by TBWA\SMP’s Manila office with support from TBWA Thailand. The victory marks a significant milestone for the local advertising industry, highlighting the capability of Philippine agencies to lead strategic and creative mandates on a regional scale.
The scope of work encompasses brand strategy, creative development, digital, and social execution across six key markets: the Philippines, Thailand, Vietnam, Singapore, Indonesia, and Malaysia.
According to the agency, the winning strategy pivoted away from traditional functional product marketing, focusing instead on behavioral change, mother-centric narratives, and the cultural nuances of family nutrition across Southeast Asia.
