Southeast Asia – Nestlé and Wyeth Nutrition have extended their collaboration with digital agency Greenpark for a second year, continuing their work on ParenTeam, the parenting platform operated by the companies.
The renewed partnership emphasises an omnichannel approach, moving ParenTeam away from a traditional digital publishing model towards a platform-agnostic ecosystem.
Since the partnership began at the end of 2024, Greenpark has enhanced the platform’s content strategy, balancing new insights with optimisation of existing materials. Highlights from 2025 include the launch of the ParenTeam Moms and Dads Facebook Group.
“Parenting today is defined by intent-driven moments—from late-night searches to trusted community conversations,” said Fe Husaint, APAC managing director at Greenpark.
She added, “ParenTeam’s growth proves that true success lies in building meaningful connections with parents through content that truly matters. By prioritising AI visibility and omnichannel relevance over traditional performance metrics, we’ve built an ecosystem where community and creator credibility work together to support parents at scale.”
Moreover, for 2026, ParenTeam’s strategy will focus on aligning content with platform-specific behaviour to ensure relevance where parents seek information and support.
Leandro Ignacio, head of digital consumer experience at Nestlé Nutrition, said, “Greenpark’s data-driven strategies have helped identify highly relevant search keywords across platforms, fuelling smarter and more engaging content development. As we move toward an omnichannel model, Greenpark’s ability to translate search and social insights into meaningful, platform-specific content is essential. This allows us to tailor executions to the personalised needs of parents, from pregnancy to caring for their toddlers.”
Additionally, this transformation reflects a broader industry trend in parenting brands, where relevance increasingly depends on coordinating content across search, social, and creator ecosystems rather than relying on a single platform.
