The Swiss drugs giant, Novartis, has slashed its media agency
roster and handed CIA Medianetwork the pounds 10 million centralised
account for its healthcare and nutrition business.
The biggest loser from the rationalisation is MediaCom, which
relinquishes its pounds 3 million Nicotinell media planning and buying
business. MediaCom had just completed the new-year ad campaign for the
anti-smoking patches when it was informed that the account was moving to
Other brands encompassed by the centralisation include the hay-fever
remedy, Allereze, the cough medicine, Tixylix - both of which are
handled by Mediapolis - and Mu-Cron, which was previously held by the
CIA already handles part of the Novartis account. The agency has worked
on the company’s nutrition business for the past four years, handling
the Ovaltine and Ovaltine Power accounts, which together spend pounds 3
million on advertising in the UK.
CIA also held the media buying for the corporate advertising account,
which launched Novartis to consumers when the company was formed from
the merger of Ciba-Geigy and Sandoz last year.
Mike Elms, the chief executive of CIA Medianetwork, said the centralised
account win was a testament to the work the agency was already doing for
Novartis. He added: ’The best type of new business is from existing
At the same time, CIA has picked up the centralised media account for
General Domestic Appliances. CIA adds Creda and Cannon appliances to the
Hoover media business.