Foote Cone & Belding has won the $65m (42m) worldwide account for Tambrands. The win follows a three- way pitch which included incumbent agency BBDO Worldwide.
The agency will begin work on a new ad campaign due to hit TV screens in the first three months of 1997.
FCB will produce new creative work for the Tampax tampon brand. The agency will also spearhead creative work for Tambrands’ new product development (npd).
FCB also handles Kimberly-Clark, but its sanpro brand Kotex, a major rival to Tampax in the US, is handled by Ogilvy & Mather.
In 1991, BBDO was awarded the US account for Tampax. Two years later it won the worldwide account.
Tambrands has set its sights on developing Tampax globally but is unhappy with BBDO’s global work. The company began a review in July, inviting BBDO, McCann-Erickson and FCB to pitch (MW August 2).
Tambrands has manufactured Tampax for 60 years and is the market leader with a 48.3 per cent value share in the UK (IRI InfoScan September 1996). The brand is sold in more than 150 countries worldwide.
Chris Rendel, chief executive of FCB, says Tambrands will spend between 6m and 7m on the UK account, although the budget is currently 4.3m (Register-MEAL).
FCB London will co-ordinate the $27m (17m) pan-European slice of the programme.