MANILA, FEBRUARY 20, 2013 (UPDATED) – Starting this year, bates Philippines is in charge of creative duties for Wyeth Philippines, leading provider of infant formulas and other nutritional products for children. Axent, formerly known as Adformatix, was the incumbent shop for Wyeth and Bonaline.
bates is already the agency handling Chocoboost, making the win a welcome addition to their roster. Wyeth invited bates to participate in a two-way pitch in December last year and awarded the account early this year. The pitch is said to have taken place due to Axent resigning both the Wyeth corporate and Bona line accounts in October 2012, citing differences in corporate values and ethics, said Axent CEO Minnie R. Dimson.
The appointment will see bates take care of above-the-line and activation duties for the entire Wyeth Bona line, which includes Infant, Pre-school and Chocoboost.
