CIA lands SMA Nutrition’s Progress brief

CIA Medianetwork has won the pounds 4 million planning and buying account for SMA Nutrition, the baby milk manufacturer.

CIA Medianetwork has won the pounds 4 million planning and buying

account for SMA Nutrition, the baby milk manufacturer.



The account was won in a pitch against agencies that included Acumen,

the healthcare media specialist and incumbent.



CIA, run by chief executive David Wheldon, will plan and buy a campaign

to support Progress, a ’follow on’ powdered milk product for babies over

nine months old. The brand is seeking advertising support as it prepares

for the launch of a rival product in the UK later this year.



The promotion of Progress, which claims a 50 per cent market share, is

also seen as a way of strengthening consumer awareness of SMA brands

aimed at younger babies. Legislation to encourage breastfeeding has made

it illegal to advertise milk products for babies that are less than nine

months old.



SMA’s advertising generally centres on TV with press support, but CIA

won the account with a pitch introducing different media.



Juliet Booth, account director, would not give details of these but

said: ’We feel there are other opportunities aside from TV and press -

although we will be using those too. New media will play a significant

part.’



She added: ’We need to grow the market and to protect SMA’s position in

the light of a new entrant.’



The account will be run by Booth, who will report to Simon Shneerson,

marketing manager for SMA Nutrition.



CIA already handles media planning for some of the products owned by

SMA’s parent company American Home Products (AHP).



Optimedia and agencies that handle other AHP products were involved in

the discussions regarding the SMA Nutrition’s Progress account.



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