NEWS: Optimedia to share Whitehall vitamins brand with Publicis

Optimedia and its sister creative shop, Publicis, are understood to have won the UK launch of a new multi-vitamin brand from Whitehall Laboratories, worth pounds 3 million.

Optimedia and its sister creative shop, Publicis, are understood to have

won the UK launch of a new multi-vitamin brand from Whitehall

Laboratories, worth pounds 3 million.



The unnamed brand will launch in June with a month-long burst of TV,

poster and print work. A European roll-out is expected in due course.



The new vitamin will go head-to-head with brands such as Roche Consumer

Health’s Sanatogen and the market leader, Seven Seas, in an increasingly

competitive sector. According to Datamonitor, the vitamins and minerals

market was worth pounds 228 million in 1994.



The appointment fuels speculation that Optimedia is preparing to make a

play for the rest of Whitehall Laboratories’ pounds 6 million media

business - currently centralised in CIA Medianetwork.



Simon Lloyd, chairman of Optimedia, and Marco Rimini, joint deputy

managing director of CIA Medianetwork, refused to comment, and the

client was unavailable for comment as Campaign went to press.



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