Publicis wins 3m baby formula brief

SMA, owned by pharmaceutical giant Wyeth, has appointed Publicis to handle the 3m advertising business to promote its eponymous baby formula line.

SMA, owned by pharmaceutical giant Wyeth, has appointed Publicis to handle the £3m advertising business to promote its eponymous baby formula line.

The agency was up against Abbott Mead Vickers. BBDO.

Ten-year incumbent Euro RSCG Life declined to repitch. The pitch was handled by the AAR.

Media planning and buying, which is handled by Mediaedge:cia, is unaffected by the appointment.

Publicis’ brief will be to create an integrated consumer and healthcare campaign for the SMA brand.

The win comes at a difficult time for the agency, which has lost £90m worth of business, leading to around 50 redundancies.

Publicis lost the £28m MFI account to M&C Saatchi in November and Asda moved its £45m business to Publicis’ sister agency Fallon London at the start of January, as exclusively revealed on

Its marketing is centred around SMA Progress brand – advertised in press and on TV in the “Take good care” campaign.

UK legislation bans baby-milk manufacturers from advertising products targeted at babies. However, SMA and other formulamilk manufacturers, such as Heinz, have been heavily criticised by a number of leading charities for their advertising practices.

Unicef and the National Childbirth Trust slammed manufacturers for using a loophole in UK law allowing them to bypass regulations banning the advertising of baby formula.

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