CIA nets pounds 10m Novartis account in health brands centralisation

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 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

CIA.



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

now-defunct Eurospace.



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

clients.’



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.



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