Novartis Consumer Healthcare has switched agencies for its OTC brands.
The Red Consultancy will take up the reins from Red Rooster Beauty and Consumer PR (RRPR), handling brands from Tixy and Nicotinell to Savlon. RRPR retains Piz Buin, Lypsyl and Johnson Suncare.
There was a pitch for two of the major brands: Nicotinell and children's cough medicine Tixy. Other brands in the account include Lamisil, the athlete's foot treatment; and Otrivine and Mucron, the nasal decongestants. Fees are in the six-figure region.
Red will work on a project basis, but board director Amanda Duncan, who heads the account, said that was due to the seasonal nature of some of the brands. At New Year, there is a strong push on smoking cessation brand Nicotinell; while first aid product Savlon's busy period is in the summer.
Duncan said: 'The plans will incorporate a mix of trade and consumer-faced activity, with the objective of boosting pharmacy recommendation and harnessing consumer loyalty.'
RRPR was originally appointed because of its 'creative concepts and ability to provide a strong consumer push', according to Novartis (PRWeek, 21 January 2000).
Brand manager at Novartis, Helen Meredith, said: 'We've appointed Red because their suggested strategic approach will provide our brands with the impetus they need in 2001.'
The Red Consultancy already handles corporate PR for Novartis, also on a project basis.