MANILA — 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.
“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. 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. 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 currently preparing to roll out the new regional campaigns later this year.
About Mead Johnson Nutrition
For over a century Mead Johnson Nutrition has been a global leader in science-backed pediatric nutrition, combining state-of-the-art research with a commitment to the highest quality and nutritional standards to nourish the world’s children for the best start in life. Our Enfa portfolio is trusted by parents and healthcare professionals around the world to support growing families at every stage of development. Reckitt Benckiser Group plc acquired Mead Johnson Nutrition in 2017. For more information, please visit: https://www.mjni.com/about-us.
About TBWA\Santiago Mangada Puno
TBWA\Santiago Mangada Puno (TBWA\SMP) is one of the most awarded and recognized creative agencies in the Philippines. As the local affiliate of TBWA\Worldwide—The Disruption® Company—TBWA\SMP is renowned for developing culture-shifting, business-driving ideas for its brand partners. Consistently recognized at top-tier local and international award shows, including the Cannes Lions, the agency operates on the core philosophy of Disruption® to help brands defy category conventions, find their authentic voice, and embed themselves into popular culture.