Three months after winning creative chores for over-the-counter cold remedy Zicam, independent Chicago-based agency Cramer-Krasselt has been awarded the brand’s media buying assignment without a review, the client has confirmed.
Interpublic Group’s Initiative was the incumbent.
Projected ad spending on the account for 2010 is $50 million, up sharply from the $19 million that Nielsen reports the brand spent last year.
The work includes buying chores for all broadcast media (local, cable, network, syndication, radio) and planning and buying on digital. Those duties will be handled out of C-K in Chicago.
C-K’s Phoenix office handles brand strategy, creative, digital and consumer engagement duties on the account. (C-K will also work with Always On Communications of Los Angeles, which continues to handle Zicam’s planning in traditional media.)
Commenting on the award, Bill Hemelt, president and CEO of Zicam parent Matrixx Initiatives, said, “We’ve been impressed with C-K from the start, and as we began working with them and planning for 2010 and beyond, it became clear that our business could only benefit from consolidating media buying at the agency.”
The earlier Zicam creative review stemmed chiefly from the merger of IPG shops Lowe and Deutsch. Lowe’s Zicam business conflicted with Detsch’s larger Tylenol account, leading Zicam to conduct a search five months after hiring Lowe.