Zicam Moves to C-K

Independent shop succeeds IPG’s Lowe on pharma biz

(D Gianatasio) Cramer-Krasselt said it has won ad chores on the Zicam cold remedy following a review.

“We are very excited to start working with Cramer-Krasselt for all our creative and strategic needs,” said Bill Hemelt, president and CEO of Zicam parent Matrixx Initiatives, in a statement. “With C-K/Phoenix, we get the advantages of a large advertising network as well as the attention that a smart, talented local firm can offer.” Matrixx is based in Arizona.

The brand spent about $25 million in 2008 on ads and $15 million through November 2009, per Nielsen, but the agency said Zicam’s media outlay is expected to increase substantially — and perhaps hit $50 million — this year.

C-K’s first Zicam work will break in April.

The review stemmed chiefly from the merger of Intepublic Group shops Lowe and Deutsch. Lowe’s Zicam business conflicted with Detusch’s larger Tylenol account, leading Zicam to conduct an agency search five months after hiring Lowe.

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