LOS ANGELES--Schering-Plough HealthCare Products has awarded its $80 million consumer broadcast buying account to Zenith Media, New York, following a review that included Media Planning and Horizon Media, both New York, in the final round. Zenith, which also handles the pharmaceutical giant's $200 million direct-to-consumer business, adds such well-known brands as Dr. Scholl's, Coppertone and Afrin, among others.
TN Media, New York, was the incumbent. Media Planning's Havas sister shop, Messner Vetere Berger McNamee Schmetterer/Euro RSCG, is the client's lead creative shop and also handles media planning and print buying. Consultancy Achenbaum Bogda Associates, New York, assisted Schering-Plough in the search.
Zenith's "research programs, staffing and philosophy made them the best fit for us as we move forward," said Jim Lawenda, the client's associate director, media services and consumer promotion, about the decision.