Staff Writer
Feb 1, 2013

ZenithOptimedia retains Abbott Nutrition

SHANGHAI - After the conclusion of Abbott Nutrition's media pitch, which started in October last year, ZenithOptimedia has retained the account for its Similac, PediaSure, Gain, Ensure and Glucerna brands.

ZenithOptimedia retains Abbott Nutrition

Steven Chang, CEO of ZenithOptimedia Greater China, confirmed the retention, which clocks the agency's relationship with Abbott at nine years. The client had previously not called a media pitch for over four years. 

ZenithOptimedia also handles the brand's Hong Kong media buying. McCann still holds Abbott Nutrition’s creative account in China.

Apart from Abbott, other milk powder brands such as Yili, Nestlé, Mead Johnson, Nutricia, Ausnutria and domestic players like Harbin Happy Prince, Shanxi Qinfeng, Shijiazhuang Sanlu, Heilongjìang Flying Crane have been slowly increasing their adspend levels in China since the 2008 melamine scandal.

In 2011, the company shelled out US$17 million in Hong Kong and $33.1 million in China to advertise and promote its infant milk formula. Abbott expects to increase its nutrition revenue in China to more than $1 billion by the end of 2014.

Campaign China

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