LOS ANGELES WPP Group's Ogilvy & Mather is in negotiations with Pharmavite to handle the company's $20 million Nature Made creative and media account following a review, according to sources.
Ogilvy's Culver City, Calif. office won over other finalists who also made presentations the first week of November [Adweek Online, Oct. 13]. They included independent Mendelsohn/Zien Advertising in Los Angeles and WPP's Grey and Y&R, both in San Francisco.
Select Resources International, Santa Monica, Calif., conducted the search.
Both the agency and the client declined comment.
The client considered low awareness as one of its primary problems and was looking for an agency to connect it with consumers on both emotional and rational levels, according to a source.
The media and creative incumbent is Williams-Labadie, Chicago, a unit of Publicis Groupe's Leo Burnett. An agency executive there said they did not defend the business, but otherwise declined comment.
Though the Mission Hills, Calif.-based client distributes several products, including Olay vitamin products for women, only the Nature Made brand, which Pharmavite claims is the global sales leader in vitamins, minerals and supplements, was in play.