Philippines-based Unilab switches to OMG as media agency of record

The Philippines' largest pharma company by market share has opted to switch its media agency of record, following a competitive pitch. 

Unilab has appointed Omnicom Media Group (OMG) Philippines to be responsible for managing legacy media, strategy, planning, investment, media activation, digital performance, and data-led marketing intelligence and science. The new mandate becomes effective from July 1, 2022.

The account has been held by Mediacom since 2016, when they had wrestled the account away from longtime Publicis incumbent Starcom Mediavest Group after 16 years. 

Campaign understands that both WPP's Mediacom and IPG's Mediabrands had pitched for the account alongside OMG. Neither had replied to a request for comment by the time of publication. 

The account is significant given its size in the Philippines market, with roughly a quarter of the pharma market share. As such, it's a major marketing spender. Unilab sells allergy, pain, cough and cold remedies alongside vitamins and a variety of prescription drugs. Consumer brands include Biogesic, Alnix, Enervon and Neozep. 

A sample of Unilab products: Enervon, Biogesic, Alnix, Neozep

“We are thrilled to be partnering with Unilab, a trusted quality healthcare company that has played an important role during the pandemic. As we move forward in this endemic world, we are excited to kickstart this new journey," said Mary Buenaventura, CEO of OMG Philippines. "With the combination of our unique expertise, market-leading capabilities, and strategic thinking through our people, we are confident to support Unilab in their growth ambitions”.

The media agency selection process was led by Unilab’s internal media team which asked participating agencies to showcase their capabilities, tools, and strategic principles. OMG's Omni planning workflow platform was singled out as a key capability. 

“Today’s dynamic consumer and market landscapes require businesses to have sharper insights, growth-driving strategies, and agile engagements with its stakeholders," said Alex Panlilio, corporate vice president at Unilab. "We have seen the capability of OMG to enable us in these and we look forward to partnering with Mary and her team in accelerating data-driven and disruptive initiatives.”