Schering Plough Corp. has appointed McCann Worldgroup's healthcare division in Shanghai to develop consumer education and outreach programs for Clarityne in China. Clarityne, an antihistamine used for treating allergies, is one of Schering Plough's largest products there.
As part of the assignment, McCann Healthcare will create an education portal to provide online information and improve consumers' understanding of allergies, allergy medications and treatments. Schering Plough will continue to work with Euro RSCG Life, its creative agency, and Zenith Media.
McCann will also help Schering Plough develop a new collaboration with the Discovery Channel, including brand and product insertion on Discovery Channel's allergy education programs. Discovery has over 20 station partners in China that will air the programming later this year.
The review won by JWT started lin August 2008 shortly after the Olympic Games ended in Beijing. Michiel Hofstee, managing director of JWT, Shanghai said in a statement that the review was unsurprising, as it is standard for a sportswear brand to review its performance after a big sports event.
"Anta's long-term plan is to be the number one sports brand in China, and we feel that JWT is the right partner to make our dreams come true." said Samuel Xu, Anta's Marketing Director.
Earlier this year, Anta signed an endorsement deal with women's tennis player Jelena Jankovic, who will now exclusively wear Anta sports apparel, shoes and accessories worldwide. Anta's design teams from the U.S. and Japan have worked closely with the tennis star to develop a Jelena Jankovic range of sports products. JWT will work with Anta and Ms. Jankovic as part of its creative assignment.
The Hong Kong office will be managed by Josephine Law, the firm's director-brand development in Asia. Previously, she was global licensing director for Byford International, a British men's underwear and hosiery brand. Prior to that, she was the licensing area manager for Elle magazine's licensing program in Asia/Pacific.
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