McCann-Erickson has taken over the global advertising accounts for a number of Crookes Healthcare’s brands, including Strepsils and Optrex, from DDB Needham.
The sore throat lozenges and eye treatment ranges join the Boots-owned Crookes’ other flagship brand, Nurofen, which has been handled by McCann since 1993.
The global advertising budget for Strepsils, which are sold in 120 countries, is worth $30m (18m), says Crookes, while Nurofen is worth $35m (22m). The Optrex account has previously been worth about 6m.
BMP DDB in London was the lead agency for the account in 18 European countries, where total spend on the business is about 8m – about 3m of this is spent in the UK. BMP DDB will retain the media account.
The move is understood to be a cost-cutting exercise following the 74m spent by Boots Healthcare International on the development and marketing of its international brands including Optrex, Strepsils, Nurofen and E45 cream.
International marketing has become a priority for BHI because pressure on healthcare budgets has created a greater demand for over-the-counter drugs.
Earlier this month, it bought Italian skincare company Facilia Dermical to improve its distribution outlets in Italy.
Karvol decongestant capsules and Dequacaine lozenges have also moved to McCann.
News Analysis, page 25