After a keenly contested pitch, MERCK Consumer Health has appointed FCB Jakarta as its regional creative agency for Sangobion, one of its iron combinations brand in Southeast Asia. With the appointment, FCB will be responsible for leading Sangobion’s creative communications across the Asia region and bringing its brand campaigns to life.
According to Pritendra Chawla, regional marketing director, MERCK CH Asia, the company had recently undertook an agency consolidation at a global brand level, making this move in Asia for Sangobion “very well-timed”.
“With consumerisation in new markets like India being added recently to the Sangobion agenda, we needed a partner who is able to bring about cohesive communications thinking, while respecting diverse cultures and mindsets. I have no doubt FCB will show us that they can lead the way,” Chawla added.
Also weighing in on the appointment was Debbie Go, regional marketing manager, MERCK CH Asia, who shared that the team at FCB also impressed the brand with its “understanding, enthusiasm and shared belief” in its quest to become a “love brand” to consumers and HCPs.
“Their creativity, passion and expertise complement ours, providing the springboard for future success,” Go explained.
“This opportunity to partner MERCK on brand Sangobion is really exciting for us at FCB Jakarta. Given the market challenges, we are looking forward to partnering them at this brand stage. This is also a strong testament to our abilities in managing regional brands and communication needs in Southeast Asia, a model which has been successful for Mondelez and LEVI’s in the region,” Sony Nichani, managing director FCB Jakarta said.
(Image courtesy: Sangobion Facebook)