Mead Moves Enfamil to Saatchi, Digitas

Mead Johnson Nutrition has awarded U.S creative and media duties on its Enfamil brand of baby formula to the Publicis Groupe team of Saatchi & Saatchi and Digitas after a review.

The shops will service the business, which includes traditional advertising, digital chores and customer relationship marketing, out of their respective New York offices. Digitas will handle the media planning and buying portion of the assignment with help from Publicis Groupe’s VivaKi network, which includes Starcom MediaVest and Zenith Optimedia, according to a Saatchi representative.

Billings were not disclosed, but one source estimated total account revenue at more than $2 million.

The client handled the review itself, without the use of a consultant. The other contenders were not disclosed.

Previously, U.S. marketing behind the brand was limited to direct and CRM efforts, which were handled by WPP Group’s OgilvyOne, according to a Mead rep.

At Saatchi, the account will be managed by svp, management director Lynn Rossi.

The win represents an expansion of Saatchi’s relationship with Mead, which is also a client in Asia and Latin America.

In a statement, Saatchi New York CEO Mary Baglivo said that the agency looks forward to “helping build even deeper levels of confidence and trust in their extraordinary nutritional brands among consumers and healthcare professionals.” Digitas global chief marketing officer Seth Solomons added that the agency was “thrilled” to help build the Enfamil brand.

Major media spending on Enfamil totaled $2 million last year and $4 million through the first eight months of 2009, according to Nielsen. Those figures, however, do not include spending for online efforts or direct marketing.