Grok has added a homeopathic cold remedy to its account mix.
The Zicam creative assignment came after a review in which there were four other finalists. Grok succeeds Cramer-Krasselt on the business.
Major media spending on the brand totaled nearly $20 million last year, according to Nielsen. That figure does not include online spending.
Zicam, a Matrixx Initiatives brand, comes in spray, chewable, gel and lozenge form. Other Grok accounts include a software company (Taleo), an air-conditioning brand (Luxaire) and a hair straightener (InStyler).
The New York shop, which opened in late 2008, is led by former top executives at Saatchi & Saatchi—Tod Seisser and Julie Bauer—and Steve Landsberg, a former creative leader at DDB, McCann Erickson and Ogilvy & Mather. Seisser was chief creative officer at Saatchi New York from 1998 until 2004, and Bauer was CEO of the shop’s San Francisco office from 1995 until 2001.
At Grok, Bauer is CEO and Seisser and Landsberg are co-CCOs.
In hiring the agency, Matrixx CEO M’lou Arnett cited the shop’s creative ideas, strategic thinking and the “presentation of a unique category shift.” Arnett joined Matrixx in February from Scerene Healthcare, where she was chief operating officer.