Racheal Lee
Sep 26, 2013

Pfizer appoints Leo Burnett for flagship-brand launches in Vietnam

HO CHI MINH CITY - Pharmaceutical corporation Pfizer has named Leo Burnett Vietnam for the launch of Pfizer’s two flagship brands, Centrum and Caltrate, in the country.

Pfizer appoints Leo Burnett for flagship-brand launches in Vietnam

The appointment comes after a six-way pitch called in June. The final round of the pitch saw Leo Burnett competing against Lowe and Ogilvy & Mather.

Plans are still under development stage at the moment. David Probert, national consumer/retail development lead of Pfizer, noted that the company wants to ensure that its science-based vitamins and nutritional products will become more familiar to Vietnamese consumers and thus help to enhance their health and well-being. 

“We knew that we needed a partner who had a good understanding of this developing market and could also work across borders by leveraging much of the good work they had done already,” he said.

This is the first time Leo Burnett Vietnam has worked with the pharmaceutical company, but the network has long worked with Pfizer across the region.

Pfizer consolidated all consumer healthcare brands with Leo Burnett Shanghai in April, while it was tipped to have appointed Leo Burnett Hong Kong in February for its birth-control brand, Harmonet. In 2011, Pfizer selected Leo Burnett to handle its creative business in Taiwan.

In Indonesia, meanwhile, Pfizer is working with Y&R Indonesia for its Novarsc brand.

Lukasz Roszczyc, managing director of Leo Burnett Vietnam, said the agency aims to deliver creative solutions rooted in HumanKind thinking, backed by integrated capabilities across digital/social, content and shopper-marketing.

This new win follows the agency’s recent appointment by Vietnam Prosperity Bank to launch its new virtual prepaid card offering locally.

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