Bates Dorland has been appointed to create a pan-European campaign for
Regaine, the hair-loss preparation, which will take the brand on to TV
for the first time. Zenith Media is reported to have picked up the
pounds 8 million media account across Europe.
Dorlands and Zenith netted the business, which is expected to be worth
some pounds 4 million in Britain and the same in Spain and Denmark,
after a head-to-head with Grey Advertising, which handles the Pharmacia
and Upjohn-owned brand in the US.
Regaine became a phenomenon in the US when it moved from prescription-
only to over-the-counter sales a few years ago, and the same is expected
to happen in the UK following the brand’s move to over the counter late
Dorlands in London has worked in conjunction with the agency’s Swedish
office, Bates September, to create a campaign that will make Regaine the
first in its sector to move on to television.
John Stubbings, the client services director of Bates Europe, was
unavailable for comment as Campaign went to press. However, it is
understood Dorlands was awarded the business after a series of pitches
in London and Copenhagen.