NEW YORK: Traditional Medicinals has awarded a six-figure-plus brand-building program to Rowland Communications.
NEW YORK: Traditional Medicinals has awarded a six-figure-plus
brand-building program to Rowland Communications.
The firm beat out several firms, including Cohn & Wolfe and Kratz &
Jensen, in a two-month bidding war for the business. The assignment will
be shared between Rowland offices in New York and Canada, and will
comprise a range of PR functions, emphasizing trade and professional
The account, which will tap the agency’s healthcare and branding
expertise, proposes a significant challenge for Rowland. While
Traditional’s herbal teas generated sales of dollars 30 million in the
US and dollars 6 million in Canada last year, brand recognition is
practically non-existent in both countries.
Michael Langenborg, VP of marketing, said the company hopes to change
this over the course of the next two to three years. The budget for the
first year of the campaign will fall between dollars 500,000 and dollars
700,000, at least one-third of which will be spent in the US.
Traditional’s CEO Drake Sadler said he is concerned by ’increasing
competition from non-medicinal tea companies’ within the sector. To
counter that, the campaign will feature educational aspects as well,
according to Rowland EVP Donna Ramer.