Previously, the primary agency for the Strepsils account in most of the world was London-based BMP DDB, which is part of the DDB Group. McCann's only previous Strepsils business had been assignments from local agencies in several Asian countries. McCann was assigned the Strepsils global account without a pitch.
McCann will handle media planning for BHI's OTC brands globally except for the U.K., where BMP DDB Media handles all media buying for OTC and skin care brands, as well as the pharmacy chain.
McCann now handles all of BHI's OTC brands internationally, while BMP DDB handles its skin care brands such as the cream E45 globally.
In addition, McCann-Erickson will also add the Optrex eyewash account, which is primarily in the U.K. and a handful of international markets. Previously BMP DDB was the primary agency for Optrex.
McCann already is the global ad agency for BHI's analgesic pain relief brand Nurofen ibuprofen, which it has handled for the last four years.
"With BHI really going for growth in worldwide OTC markets and with over a 30% sales increase in the Nurofen brand over the last year, it's great to have our network strength rewarded with their other leading brand, Strepsils. This confirms us as the leading global agency for BHI," says Michael Sennott, European regional director at McCann.
BHI's consolidation follows its decision to sharpen the strategic focus of its brands by driving a complementary marketing program for Nurofen and Strepsils. The group has international OTC sales of $350m.
Copyright January 1997, Crain Communications Inc.