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To Handle Pan-European Advertising

By Published on .

LONDON (AdAge.com) -- SCA Hygiene has named Bartle Bogle Hegarty, London, as its agency to handle its $170 million pan-European advertising account for feminine hygiene and incontinence products.

The Swedish company heard pitches from Bartle Bogle, in which Publicis Groupe has a 49% stake; two Omnicom Group agencies, Abbott Mead Vickers BBDO and BMP DDB; and the incumbent, independent Swedish agency Forsman & Bodenfors.

Media stays with Carat
Helle Dahlgren Skov, the marketing manager for feminine and incontinence products, said, " BBH will create centrally produced advertising for our feminine products range. Our media agency, [Aegis Group's] Carat, will remain unchanged."

SCA's biggest brands in Europe are the Bodyform sanitary protection range and Tena incontinence products. Hygiene products account for half of SCA's global $10 billion sales. The company also has interests in forestry and packaging.

North America
The company's main market is western Europe but it has also recently expanded its interests in North America through the acquisition of Johnson & Johnson's Serenity incontinence brand and Georgia Pacific's away-from-home tissues business. SCA Hygiene recently restructured into three divisions: consumer tissue, away-from-home tissue and personal care.

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