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


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email

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