Kirshenbaum Bond & Partners last week landed the $10 million creative account for Inverness Medical Innovations' ClearPlan Easy and ClearBlue Easy brands.
The agency beat out fellow New York shops Grey, Arnell Group and Wolf Group. The account includes advertising, public relations, promotions, guerrilla mar keting, interactive and Web-design duties, the client said. Incumbent Direct Partners in Santa Monica, Calif., did not participate.
"We wanted a fresh approach to our advertising," said Bill Wilson, vp of mar keting of women's health at Inverness. "We wanted an agency with a more fully integrated approach. We realized it was time to upgrade our creative."
The search began in December after Inver ness bought Unilever's Unipath Diagnostics unit, which houses the pregnancy-test, fertility-monitor and ovulation-test-pack brands. Consultancy Madison Ave nue Management in New York oversaw the review.
"There is a dual target for these product lines: women who want to get pregnant and women who want to avoid getting pregnant," said Richard Kirshenbaum, agency co-chairman and chief creative officer. "There are different emotions at tached to each. The agency has insight into the women's market."
The most recent advertising from Direct Partners features babies conceived after their moms used the ClearPlan Easy fertility monitor. The tagline: "ClearPlan. Clear Results." A new TV effort is due to break in June, said Wilson.