Abbott: One Regional Brand Strategy, Local Execution

Abbott's nutrition portfolio spans adult brands such as Ensure and Glucerna and infant brands such as Similac and PediaSure, each with launches and campaigns in every market. Managing that through a different agency in each country meant different creative styles, uneven quality and reports that could not be compared.

The regional team needed a unified way to develop and manage brand and digital strategy across Cambodia and Myanmar without losing what makes local work land: language, insight and cultural nuance. Copying a campaign from one market to the next was the problem, not the solution.

Ruder Finn Era proposed a hub and spoke model. The Thailand team leads brand and digital strategy for Abbott's nutrition brands in Cambodia and Myanmar, working closely with Ruder Finn Era's in-market offices for consumer insight and execution. Client experience and project management sit at the core of the model, so Abbott deals with one strategic partner rather than several suppliers.

The scope covers digital and creative strategy, particularly for new product launches and campaigns, plus overall coordination. Each campaign is built to be consistent and coherent across markets while adapted to resonate with local audiences, such as the Ensure Stand 4 Strength muscle-health work in Myanmar, instead of being copied and pasted from one country to another.