Mentholatum slashes costs with move to new agency

The Mentholatum Company has shifted the advertising for its entire
portfolio of brands, including Deep Heat and Oxy, into Ogilvy
Healthworld Advertising.

The consolidation follows a review of the Mentholatum agency roster,
which previously saw Euro …

The Mentholatum Company has shifted the advertising for its entire portfolio of brands, including Deep Heat and Oxy, into Ogilvy Healthworld Advertising.

The consolidation follows a review of the Mentholatum agency roster, which previously saw Euro RSCG handling the creative work for non-prescription healthcare products, and Nitro providing the work on the Oxy range of medicated skincare products.

The US-based pharmaceutical giant, which bought the Oxy brand from GlaxoSmithKline in December 2004, is understood to be planning to suspend all above-the-line TV and print work across its brand portfolio to focus solely on below-the-line activity.

It is also believed to be gearing up to reposition the Oxy brand, targeting healthcare professionals directly rather than a broader consumer market, with plans to slash advertising spend from an estimated £1.5m to about £300,000.

Chris Hatton, marketing director at Mentholatum, says the move was prompted by a need to "maximise budgets given continuing pressure on margins". He adds: "Ogilvy Healthworld demonstrated it could handle both pieces of business, as it combines healthcare and consumer advertising."

The review will not affect media planning and buying, which remains with Acumen Partners.

In March the company ploughed £1.5m into relaunching Oxy, reformulating several products in the range and revamping its packaging in a bid to give the brand a more modern feel (MW March 23). The move was supported by a TV advertising drive, created by Nitro, and internet activity.

The Mentholatum Company is a subsidiary of the Japanese group Rohto Pharmaceutical.

Recommended

Heinz salad cream doyenne steps down

Marketing Week

Heinz chief marketer for sauces Clodagh Ward has left the company after more than 14 years. It is not clear whether she has a job to go to. Ward was category commercial director for sauces and condiments. During her time at the company she oversaw the turnaround of the salad cream brand and launched the […]

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now