Reckitt Mead Johnson Nutrition appoints agency for Southeast Asia creative remit

Following a competitive regional pitch, Reckitt Mead Johnson Nutrition has appointed Philippine creative agency TBWA\Santiago Mangada Puno for its ASEAN creative duty, adding the Enfagrow mandate across Southeast Asia alongside the Lactum business in the Philippines.

The appointment positions the Manila-based agency as lead creative partner for campaigns spanning six markets: the Philippines, Thailand, Vietnam, Singapore, Indonesia, and Malaysia. The remit includes brand strategy, creative development, digital, and social execution.

According to the agency, the pitch process concluded late last year and was led by TBWA\SMP’s Manila office with support from TBWA Thailand.

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The win marks a notable regional expansion for the Philippine agency and reflects a growing trend of Southeast Asian brands seeking culturally nuanced storytelling approaches that can travel across markets while retaining local relevance.

Rather than centring the strategy on traditional product functionality, TBWA\SMP said its proposal focused on behavioural change, mother-centric storytelling, and the emotional and cultural dimensions of family nutrition in Southeast Asia.

“In dairy and child nutrition, a purchase decision is ultimately a parenting decision,” said Portia Catuira, chief operating officer at TBWA\SMP. “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.”

Catuira added that the mandate also represents a milestone for the Philippine advertising industry’s regional ambitions.

“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,” she said. “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 is preparing to launch the new regional campaigns later this year.

Mead Johnson Nutrition has operated in the pediatric nutrition category for more than a century and became part of Reckitt after the latter acquired the business in 2017.

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