Nature Made Sends $32 Million Account to Publicis New York

A review appoints a new agency of record for a brand refresh

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Health and wellness company Pharmavite appointed Publicis New York as agency of record for its Nature Made vitamins brand, following a review launched in November.

“The brand commenced a search for a true, and proven, partner in business and end-to-end marketing transformation with deep knowledge of the consumer landscape,” Pharmavite CMO Rhonda Hoffman said. “With its deep experience and agile teams, Publicis New York fit the bill.”

“This is another opportunity for Publicis New York to do what we do best: catapult brand transformation. It’s a pleasure to help such an established health and wellness brand, with its deep commitment to nutritional science, position itself for the future and reach consumers in new and exciting ways,” added Publicis New York CEO Carla Serrano. “We did not approach the conversations with Nature Made through a campaign-lens, but rather through a business-building approach, which really resonated with that team.”

The assignment includes the development of a fully integrated brand campaign spanning creative across media platforms, eCommerce and social media, as well as data analytics and measurement. Data and analytics has played an increasingly important role in Publicis Groupe’s new business efforts since the holding company acquired data intelligence company Epsilon for $4.4 billion last April.

Nature Made is planning to refresh its brand with updated packaging rolling out in April.

“Partnering with Publicis will enable Nature Made to evolve its storytelling by leveraging consumer insights in a more impactful way, while telling its story of science-backed quality and industry leadership,” Hoffman said.

Nature Made spent nearly $32 million on media in 2018 and over $17 million in the first nine months of last year, according to Kantar Media.

Publicis New York’s first campaign for the brand will stem from ideas it presented to pitch the account, Serrano explained.

“We’re still in the very early stages of creating this campaign, but what we can say is it will be deeply rooted in consumer insights and it will bring to life the Nature Made story in a way that’s never been seen before,” she said.

The win comes on the heels of Publicis Groupe’s annual earnings report, which showed mixed results as the holding company reported a 2.3% organic revenue decline. Publicis Groupe CEO Arthur Sadoun remained optimistic and claimed that the holding company was the “clear leader on new business,” citing Bank of America consolidating its account with Publicis as the latest example.


@ErikDOster erik.oster@adweek.com Erik Oster is an agencies reporter for Adweek.
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