Pfizer, the drugs company best known for manufacturing TCP antiseptic,
has moved its consumer account from Saatchi and Saatchi to Maurice
Saatchi’s breakaway agency.
The switch is understood to have been made secretly several months ago,
before the enforcement of the legal agreement preventing M&C Saatchi
soliciting business from the Charlotte Street agency until the end of
Moray MacLennan, the M&C Saatchi joint chief executive, said this week:
‘I can confirm that we’re working for Pfizer.’
The assignment includes TCP and Buttercup cough syrup, which are
expected to make a return to TV in the near future. Advertising for a
number of new products is also believed to form part of the agency’s
Budgets are undisclosed, although TCP is currently supported by a pounds
1.3 million budget according to Register-MEAL. Industry sources say the
change of agency is likely to be accompanied by a significant rise in
adspend. Media buying remains with Zenith Media.
The TCP business has enjoyed a long association with Michael Kaye, who
handled the business at Dorland, Ted Bates and Saatchis.
Kaye joined M&C Saatchi from Charlotte Street in May, along with the
pounds 49 million Dixons account, which he has run for 24 years.
Neither TCP nor Buttercup has been on TV for several years, although
TCP’s print advertising has been an award-winner for Saatchis.
MacLennan said: ‘Both brands are old, established, household names, but
like all old brands they need revitalising. We’re looking to develop a
fresh direction for them.’