Pharmacia, the parent of the Nicorette and Regain brands, has
centralised the bulk of its global consumer healthcare account into OMD,
boosting the agency's billings by an estimated £30 million to
OMD seized the Pharmacia brief without a pitch and will take over
responsibility for the company in 18 countries, including the whole of
Europe, from the start of April.
The only countries where OMD will not handle the account are the US,
where MediaCom holds it, and Japan, where Dentsu is the agency of
record. Zenith Media was the incumbent in Europe, where it represented
the pharmaceutical giant in eight European states.
The win reinforces the Omnicom group's hold on the Pharmacia account -
Abbott Mead Vickers BBDO won lead agency status on Nicorette's £35
million creative work in November 2000.
"Pharmacia was seeking greater efficiencies and a better understanding
of what works between markets and what doesn't. At OMD we can provide
the specialist resources and tighter controls to deliver this,"
commented Hilary Taylor, the general manager of OMD Europe, who is the
acting international account director and was instrumental in winning
She added that OMD had already started working to ensure a smooth
The Pharmacia account will be led out of OMD International's offices in
the UK. It was previously run out of Zenith's Swedish offices.
Pharmacia makes Nicorette nicotine gum, patches and inhalers, Regain
hair-loss treatment and specialist pharmaceutical treatments for
arthritis and cancer.