Novartis plans cull of global agency roster

Following the appointment last week of a new marketing director,

Novartis is planning to review its global creative and PR roster of

agencies.



The pharmaceuticals and foods company, which owns brands including

Ovaltine, Nicotinell, Isostar and Tixylix, is planning to bring its

agency arrangements in line with its strategy of creating strong global

brands.



It is looking to work with a smaller number of agencies that have global

networks.



Novartis has different agencies for different jurisdictions but uses

Euro RSCG Life, Grey Worldwide, Rainey Kelly Campbell Roalfe/Y&R and

Lowe Lintas in the UK. The account is worth £6.7 million in the UK

alone.



There will be a number of pitches but the company has not confirmed if

this will lead to consolidation of the roster.



However, Novartis is in the process of consolidating its media agencies

in the US. The CIA network, which handles the UK task, is competing with

MindShare and Initiative Media. The media task will still be run on a

country-by-country basis but the winning agency will take the lead role

globally.



Earlier this month Novartis consolidated its top two marketing roles

into one with the appointment of Nick Evans, the former Boots skincare

marketer, to the position of marketing director for consumer

healthcare.



Evans will control the marketing of all Novartis consumer products.



Novartis is looking to bring consistency to its marketing of products

globally. It plans to follow the example of companies such as Coca-Cola,

Nike and Dell.