Manila, Philippines – Advertising agency TBWA\Santiago Mangada Puno has been appointed lead creative agency for Reckitt Mead Johnson Nutrition across ASEAN, following a regional pitch concluded late last year.
The appointment covers the ASEAN creative mandate for the Enfagrow brand, as well as the Lactum business in the Philippines. TBWA\SMP’s Manila office led the pitch process with support from TBWA Thailand.
Under the mandate, the agency will handle brand strategy, creative development, digital, and social execution across six Southeast Asian markets: the Philippines, Thailand, Vietnam, Singapore, Indonesia, and Malaysia.
According to the agency, its proposed strategy focused on behavioural change, mother-centric storytelling, and cultural perspectives surrounding family nutrition in the region, rather than traditional functional product marketing.
“In dairy and child nutrition, a purchase decision is ultimately a parenting decision,” said TBWA\SMP Chief Operating Officer Portia Catuira. “Our team brings over two decades of deep intelligence and experience in the dairy category, which has taught us that parents aren’t just buying a list of nutritional features; they are buying into a narrative about care and family connection. This mandate is also a proud moment for the Philippine creative industry. It proves that our local talent can drive profound, emotional storytelling that resonates across diverse markets, from Manila to Jakarta to Ho Chi Minh City.”
Portia continued, “By focusing on grassroots empathy and the real-world realities of family nutrition, we aim to help these brands earn a deeper, more enduring place in consumers’ lives.”
The agency said preparations are underway for the rollout of regional campaigns later this year.
