DLKW lands £35m Tena

Agency beats Fallon in final shootout to pick up worldwide incontinence brief.

SCA Hygiene has hired Delaney Lund Knox Warren & Partners to handle the worldwide creative assignment on its £35 million Tena brand.

The agency saw off challenges from Fallon and Abbott Mead Vickers BBDO to win the assignment to promote the Tena range of incontinence products.

The brand is sold in 85 countries and DLKW's appointment will cover Europe, the US and Asia.

Mark Lund, the agency's chief executive, said: "We are delighted to be working with such a dynamic global brand with huge ambition."

The appointment ends a process that began in October last year when SCA Hygiene, whose products include the Bodyform sanpro range and Velvet toilet tissue, reviewed the business out of DDB in Paris. The media account remains with Carat.

The review reflects a more widespread recognition of incontinence problems, particularly among women.

One in four women are believed to suffer from bladder weakness, particularly after childbirth. A new TV-led campaign, set to break later this year, will set out to make the products acceptable, overcome the embarrassment of buying them and give sufferers confidence by showing them they are not alone.

The assignment is DLKW's biggest international win. Earlier this year, the agency cut its links with Interpublic, its biggest shareholder, and sold itself to Creston plc.

The agency's previous work in Europe has included assignments for Esso, the Financial Times and the Australian Tourist Commission.

Tena is the final brand within the SCA portfolio to have its ad arrangements reviewed.

At the beginning of last year, the Velvet account was moved to Fallon after the incumbent, Publicis, was added to Procter & Gamble's roster.

Earlier, Bartle Bogle Heg-arty won the £50 million pan-European creative account for Bodyform and Libresse.

Meanwhile, SCA has revamped its direct marketing, appointing Craik Jones Watson Mitchell Voelkel to work alongside Chemistry Communications Group.