CIA baby milk brief adds £4m to American Home Products business

CIA Medianetwork UK has won the £4m media planning and buying account for baby milk company SMA Nutrition, which previously used healthcare media agency Acumen.

CIA’s brief is to launch a multimedia campaign this summer for Progress, SMA’s “follow-on” milk for babies over nine months old. The creative account is held by Euro RSCG Healthcare and is not being reviewed.

SMA Nutrition marketing manager Simon Shneerson says: “In the review of media, we were looking for improved ways of working and getting more value from our marketing budget.”

SMA is a subsidiary of US pharmaceutical company American Home Products (AHP), parent of another CIA client, Whitehall Laboratories. CIA was appointed after Shneerson spoke to other AHP roster agencies, including Optimedia. CIA handles Whitehall’s analgesic brands Anadin and Advil. Optimedia works on the nutritional additives Centrum and Caltrate.

Shneerson claims Progress has a fifty per cent share of the follow-on milk market, ahead of rivals Cow & Gate Step Up and Farley/Heinz.

But it is a complex market. Promotion of milk for babies under nine months old is prohibited, as regulators believe it may dissuade women from breast-feeding, which is considered to be a safer and healthier option. Promotion of follow-on milks is strictly regulated.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here