Schering-Plough Review Enters 2nd Round

LOS ANGELES — The review for Schering-Plough HealthCare Products’ broadcast media buying business, which includes such well-known brands as Coppertone, Bain De Soleil, Solarcaine, Dr. Scholl’s and Afrin, among others, has entered a second round, according to sources.

Among the shops making the cut are Creative Media, Horizon Media and Zenith Media, all New York, as well as other undisclosed media agencies, but incumbent TN Media, New York, “is not participating” in the review, said sources. Achenbaum Bogda Associates, New York, is consulting on the HealthCare Products search.

Zenith was awarded the parent company’s $200-million direct-to-consumer (DTC) media business without a review earlier this year, after contending as a finalist in a review for the business in 2000. Creative Media was one of the other finalists in last year’s DTC search. Creative, media planning and print buying for the Berkeley Heights, N.J.-based unit of Schering-Plough Corp. is handled by Messner Vetere Berger McNamee Schmetterer/Euro RSCG, also in New York.

Although HealthCare Products’ spending across all brands is about $50 million, per Competitive Media Reporting, the review brief indicates that the business is worth $80 million. Second-round presentations are scheduled for next week. Contenders will be cut to a final list the week after that.

Neither agencies nor client were available for comment.