Optimedia and its sister creative shop, Publicis, are understood to have
won the UK launch of a new multi-vitamin brand from Whitehall
Laboratories, worth pounds 3 million.
The unnamed brand will launch in June with a month-long burst of TV,
poster and print work. A European roll-out is expected in due course.
The new vitamin will go head-to-head with brands such as Roche Consumer
Health’s Sanatogen and the market leader, Seven Seas, in an increasingly
competitive sector. According to Datamonitor, the vitamins and minerals
market was worth pounds 228 million in 1994.
The appointment fuels speculation that Optimedia is preparing to make a
play for the rest of Whitehall Laboratories’ pounds 6 million media
business - currently centralised in CIA Medianetwork.
Simon Lloyd, chairman of Optimedia, and Marco Rimini, joint deputy
managing director of CIA Medianetwork, refused to comment, and the
client was unavailable for comment as Campaign went to press.