Zenith Media is understood to have landed dollars 100 million worth of
Bristol-Myers Squibb business, following a protracted head-to-head
against 20/20 Media.
Zenith is tipped to retain the dollars 60 million media planning and
buying it already handles for the toiletries and healthcare giant in
seven European markets. This includes the pounds 7 million UK account
which comprises brands such as the Clairol haircare range, Mum deodorant
and Glints hair colourants.
The agency is also poised to pick up work in five additional local
markets, including the business for Upsa, a European pharmaceutical
company based in France, which is also part of Bristol-Myers.
Zenith’s prize also includes spot TV buying in the US, previously
handled by J. Walter Thompson, plus assignments in Australasia which are
under discussion. Work in this region is currently handled by Bozell and
Ogilvy and Mather.
The win ends months of speculation about the account which has been
under review since the beginning of the year as the client sought to
streamline its global advertising and marketing (Campaign, 12 January).
The rethink was originally ordered as a full-scale review of the
client’s creative and media arrangements across Europe. In March,
Bristol-Myers shortlisted a number of media agencies, which included
20/20, Zenith, Carat and Mediapolis.
In April, the client completed its global creative agency realignment
for key brands and categories by awarding its Clairol haircare and
colour brands creative business to Wells Rich Greene BDDP in New York.
As a result, BST-BDDP now handles the Clairol brands in the UK and
Later that month, the media review was widened to include the US and
Australasia. The pitching agencies were all asked additional questions
on these geographical areas. In May, the shortlist was whittled down to
Zenith and 20/20.
Neither John Perriss, chief executive and chairman of Zenith Media
Worldwide, nor Peter Spengler, vice-president marketing services at
Bristol-Myers were available for comment as Campaign went to press.