Ricola Restarts Agency Search

Ricola USA has revived the review for the creative portion of its $6-10 million account, which stalled last summer, said Pamela Dalessio, marketing coordinator at the client.
Last April, Morris Plains, N.J.-based Ricola pared its contenders list to three: Gigante Vaz Partners and Angotti, Thomas, Hedge, both New York; and Gianettino & Meredith, Short Hills, N.J.
Only Gigante has been invited back, sources said. Ryan Drossman & Partners, Holland Advertising and three other New York shops are also competing, sources said. Agency executives could not be reached for comment.
Dalessio declined to name any contenders. The winner will develop a TV, print and radio campaign for the company’s third best-selling lines of cough and throat lozenges, said Dalessio.
Maxwell Marketing, Montvale, N.J., was given media buying and planning duties in November. Maxwell principal John Tobin and Dalessio are coordinating the review.
The earlier review stalled because executives were not pleased with any of the ideas presented, said Dalessio. Current contenders will show their work the week of April 20. The review was prompted by a desire to develop ads specifically for the U.S., rather than adopting work from Swiss shops chosen by parent Ricola A.G. Dalessio said Ricola will keep the familiar Alp horn call in its ads.