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As searches for Nature Made and GlaxoSmithKline wound down this week, a global contest for American Airlines began.
Nature Made hired Butler, Shine, Stern & Partners to handle its creative account after a review in which DDB and Cramer-Krasselt were the other contenders, according to sources. The vitamin and supplement maker spent $35 million in media last year, according to Kantar Media.
In making the selection, Etienne Patout, CMO at Nature Made parent company, Pharmavite, cited Butler, Shine's strategic thinking, insights-based creative work and media acumen.
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