DLKW snaps up £21m SCA Hygiene ad account

SCA Hygiene has expanded its roster with the appointment of Delaney Lund Knox Warren to the £21m pan-European advertising account for incontinence brand Tena. It beat Fallon and Abbott Mead Vickers.BBDO to win the account.

It is understood that incumbent DDB Paris was invited to repitch for the business, although it is not clear whether the agency was involved. The review, which was called last October, was run from the company’s headquarters in Sweden.

The brand is the last in the SCA portfolio to review its advertising. In 2002, the company moved the £10m Velvet toilet tissue account into Fallon when Publicis was forced to resign the business after winning a place on the Procter & Gamble roster. In November 2003, Bartle Bogle Hegarty won the £100m pan-European account for feminine protection brands Bodyform and Libresse (MW November 27, 2003).

SCA also reviewed its direct marketing agencies in 2003 and appointed Craik Jones Watson Mitchell Voelkel to work alongside incumbent Chemistry Communications Group. The review has not affected the media account, which is handled by Carat.

The Tena range is aimed at men and women suffering from bladder weakness and includes incontinence pads and pants. It also has a limited number of products for children.

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