CIA Medianetwork has won the pounds 4 million planning and buying
account for SMA Nutrition, the baby milk manufacturer.
The account was won in a pitch against agencies that included Acumen,
the healthcare media specialist and incumbent.
CIA, run by chief executive David Wheldon, will plan and buy a campaign
to support Progress, a ’follow on’ powdered milk product for babies over
nine months old. The brand is seeking advertising support as it prepares
for the launch of a rival product in the UK later this year.
The promotion of Progress, which claims a 50 per cent market share, is
also seen as a way of strengthening consumer awareness of SMA brands
aimed at younger babies. Legislation to encourage breastfeeding has made
it illegal to advertise milk products for babies that are less than nine
SMA’s advertising generally centres on TV with press support, but CIA
won the account with a pitch introducing different media.
Juliet Booth, account director, would not give details of these but
said: ’We feel there are other opportunities aside from TV and press -
although we will be using those too. New media will play a significant
She added: ’We need to grow the market and to protect SMA’s position in
the light of a new entrant.’
The account will be run by Booth, who will report to Simon Shneerson,
marketing manager for SMA Nutrition.
CIA already handles media planning for some of the products owned by
SMA’s parent company American Home Products (AHP).
Optimedia and agencies that handle other AHP products were involved in
the discussions regarding the SMA Nutrition’s Progress account.