BBDO Adds Roche Diabetes Unit

Roche Group has shifted its consumer diabetic-care division account to BBDO here, according to agency representatives.

The Indianapolis-based company was previously at Cramer-Krasselt in Milwaukee. That shop recently completed a national campaign for the client’s Accu-chek, a home testing product, an agency representative said. Advertising for the blood-glucose meter uses the theme, “Live life. We’ll fit in.”

Spending for Accu-chek as re corded by CMR was less than $2 million in 2001, but reached $6 million through the first half of this year.

C-K continues to handle marketing for Roche’s Central Diagnostics Group, which offers various testing equipment to hospitals and laboratories, a Roche representative said. Spending on that business-to-business account was not disclosed.

BBDO handles Roche consumer brands such as the pain reliever Aleve, a $60 million account; the addition of the consumer diabetes business is seen as a consolidation, sources said.

A BBDO Chicago representative declined comment on the new Roche business.

Separately, Cramer-Krasselt’s public relations unit, CKPR, will work with the Illinois Council on Developmental Disabilities on a public-awareness campaign. The work will include producing the unit’s annual report.