Abbott Nutrition calls pitch for tier-two milk

The full line-up of agencies competing for the business is unconfirmed, but is thought to include M&C Saatchi, the incumbent agency for several premium Abbott brands in the market, and McCann Erickson.

Neither agency was able to comment on the proceedings. However, a source close to the pitch indicated that Abbott was looking to market Premilac exclusively to second-tier cities from next year. The account is understood to be worth around $1.2 million.

Abbott has reportedly hired Yvonne Liu as marketing director for the sub-brand. Liu previously held a similar role at Dumex, a Danone-owned company also specialising in infant nutrition across China and Southeast Asia.

M&C Saatchi was appointed Abbott’s creative AOR in December.