NEWS: Bates scoops Regaine task

Bates Dorland has been appointed to create a pan-European campaign for Regaine, the hair-loss preparation, which will take the brand on to TV for the first time. Zenith Media is reported to have picked up the pounds 8 million media account across Europe.

Bates Dorland has been appointed to create a pan-European campaign for

Regaine, the hair-loss preparation, which will take the brand on to TV

for the first time. Zenith Media is reported to have picked up the

pounds 8 million media account across Europe.



Dorlands and Zenith netted the business, which is expected to be worth

some pounds 4 million in Britain and the same in Spain and Denmark,

after a head-to-head with Grey Advertising, which handles the Pharmacia

and Upjohn-owned brand in the US.



Regaine became a phenomenon in the US when it moved from prescription-

only to over-the-counter sales a few years ago, and the same is expected

to happen in the UK following the brand’s move to over the counter late

last year.



Dorlands in London has worked in conjunction with the agency’s Swedish

office, Bates September, to create a campaign that will make Regaine the

first in its sector to move on to television.



John Stubbings, the client services director of Bates Europe, was

unavailable for comment as Campaign went to press. However, it is

understood Dorlands was awarded the business after a series of pitches

in London and Copenhagen.



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