NEWS: Zenith triumphs in Bristol-Myers fight

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 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

Europe.



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.



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