C&W lands Neocate cows-milk allergy brief

Cohn & Wolfe has wrestled the global account for SHS International's cows-milk protein allergy portfolio from Weber Shandwick after a head-to-head shootout.

It will co-ordinate a campaign involving countries such as China that will focus on the Neocate brand.

C&W UK healthcare MD Jacinta Collins said a ‘truly global programme that encompasses established markets and up-and-coming regions' was planned.

The agency lost out to WS last year in a four-way pitch. This time, the pitch was a two-way scrap.

Around two to three per cent of infants have cows-milk protein allergy. The ­Neocate range is hypoallergenic, which means the ­ingredients are unlikely to cause an allergic reaction.

SHS International, a division of Royal Numico, is sponsor of a campaign badged Act Against Allergy that aims to raise awareness of cows-milk allergy.

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