M&C Saatchi reaps benefit of addition to Pfizer collection

Pfizer, the drugs manufacturer, has bolstered its business with M&C Saatchi by adding Migraleve, the over-the-counter migraine remedy, to brands already handled by the agency.

Pfizer, the drugs manufacturer, has bolstered its business with M&C

Saatchi by adding Migraleve, the over-the-counter migraine remedy, to

brands already handled by the agency.



The appointment, backed by a reported budget of pounds 3 million, is the

prelude to an expected promotional push for the brand, which has had no

significant advertising in the UK.



The agency is working on a TV and press campaign which will break in

May.



The US-based Pfizer was one of the earliest clients to switch its

account out of Saatchi and Saatchi’s Charlotte Street agency and into

Maurice Saatchi’s breakaway when it opened in 1995.



The Migraleve assignment is an addition to the TCP antiseptic and

Buttercup cough syrup brands already at the agency. Media buying is with

Zenith Media.



Pfizer’s decision to give extra support to Migraleve is understood to be

part of an effort to bring the migraine remedies sector up to speed with

the pounds 226 million analgesics market as a whole.



The market is led by own-label products, which have a 17 per cent share,

followed closely by the Nurofen brand with 15 per cent.



Meanwhile, Whitehall Laboratories, which has seen sales of Anadin

decline, has shaken up the market with the launch of the US analgesic,

Advil, which will compete with brands such as Disprin and Hedex.



Moray MacLennan, the M&C Saatchi joint chief executive, confirmed the

appointment, but would not comment further.



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