Publicis has tightened its hold on Whitehall Laboratories’ advertising
business by picking up creative work for Bisodol, its over-the-counter
The assignment, which is expected to be backed by a spend of more than
pounds 3 million, complements Whitehall’s Anadin analgesic won by the
agency last year (Campaign, 26 May 1995).
The account, previously with the healthcare specialist, Miltons, was
awarded to Publicis after a pitch against a number of undisclosed shops.
The agency is currently working on a national TV campaign due to break
Media remains with CIA Medianetwork, which handles Whitehall’s entire
centralised media business.
The extra business means Publicis now handles the lion’s share of UK
brand advertising for the US-based pharmaceutical giant.
Publicis’s brief is to make a sensitive subject more accessible through
a light-hearted advertising approach. Gerry Moira, the agency’s
executive creative director, said: ‘In the indigestion market, Bisodol
will be the wind of change.’
Industry sources say the advertising is likely to prepare the ground for
new product launches under the Bisodol name.
The agency switch comes at a time of increasingly fierce competition in
the indigestion remedy sector. The two most popular products, Roche-
Nicholas’s Rennies, and SmithKline Beecham’s Setlers, are under pressure
from new arrivals such as Warner Lambert’s Remegel and Andrews Antacid
from Sterling Health.