Abbott appoints Interpublic's M-Lab for Premilac creative

by David Blecken 2-Dec-09, 12:14

SHANGHAI - Abbott Nutrition is believed to have appointed M-Lab, an IPG unit based in Shanghai, to handle creative duties for the launch in China of its Premilac milk brand.

The move follows a pitch initiated in September that also included M&C Saatchi. The value of the account is an estimated $1.2 million.

Premilac is a powdered milk brand aimed at the second-tier market in China. Its marketing activities will be overseen by Yvonne Liu, who recently joined Abbott as marketing director for the brand.

Abbott competes primarily with Mead Johnson, Wyeth and Dumex in China. M&C Saatchi is the brand’s creative agency of record in the market.

M-Lab was established in Shanghai last year.

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Abbott appoints Interpublic's M-Lab for Premilac creative

by David Blecken 2-Dec-09, 12:14

24 - 25 March 2010

5 - 7 May 2010