The agency will be responsible for the international roll-out of analgesic brand Aleve as it gains licensing around the world and for the multi-vitamin brand Supradyn in Eastern and Western Europe. The agency's Buenos Aires office already handles Supradyn in Latin America.
Aleve debuted in the Netherlands in February, its first market outside the U.S. There was no pitch for its new international account. DMB&B launched Aleve in the U.S. in 1994 when it was under a joint licensing venture with Procter & Gamble, a DMB&B client. The P&G agreement has since terminated and DMB&B no longer holds the Aleve account in the U.S.
Supradyn was previously handled by DDB in Europe, along with local agencies or other aligned agencies, such as Bates, on a smaller scale.
The Aleve account is likely to be worth $16 million in Europe, increasing rapidly as the brand rolls out worldwide. Supradyn is expected to generate billings of around $16 million in Europe this year.
The decision to appoint DMB&B was taken by two separate analgesic and multi-vitamin teams and Roche Consumer Health President Tony Jamison. The agency's appointment "marks a desire for Roche to manage its brands on an international or regional basis more effectively," says Nigel Pike, international account director on the business at DMB&B, London. "The intention is to have centrally generated strategies and advertising on a regional basis."
Copyright March 1998, Crain Communications Inc.