NEWS: Publicis scoops pounds 3m Bisodol creative task

Publicis has tightened its hold on Whitehall Laboratories’ advertising business by picking up creative work for Bisodol, its over-the-counter indigestion remedy.

Publicis has tightened its hold on Whitehall Laboratories’ advertising

business by picking up creative work for Bisodol, its over-the-counter

indigestion remedy.



The assignment, which is expected to be backed by a spend of more than

pounds 3 million, complements Whitehall’s Anadin analgesic won by the

agency last year (Campaign, 26 May 1995).



The account, previously with the healthcare specialist, Miltons, was

awarded to Publicis after a pitch against a number of undisclosed shops.

The agency is currently working on a national TV campaign due to break

in April.



Media remains with CIA Medianetwork, which handles Whitehall’s entire

centralised media business.



The extra business means Publicis now handles the lion’s share of UK

brand advertising for the US-based pharmaceutical giant.



Publicis’s brief is to make a sensitive subject more accessible through

a light-hearted advertising approach. Gerry Moira, the agency’s

executive creative director, said: ‘In the indigestion market, Bisodol

will be the wind of change.’



Industry sources say the advertising is likely to prepare the ground for

new product launches under the Bisodol name.



The agency switch comes at a time of increasingly fierce competition in

the indigestion remedy sector. The two most popular products, Roche-

Nicholas’s Rennies, and SmithKline Beecham’s Setlers, are under pressure

from new arrivals such as Warner Lambert’s Remegel and Andrews Antacid

from Sterling Health.



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