A prior relationship with the client and a strategic and creative shootout with the incumbent have won BBDO the $40 million Rogaine account from Arnold Mc Grath, sources said.
The win expands traditional packaged-goods business for BBDO, which is best known for its splashy, often humorous, celebrity-driven TV spots for clients such as KFC, Pepsi, Charles Schwab and Doritos.
Rogaine, owned by Pharmacia in Peapack, N.J., is a line of products that promises to restore thinning hair.
One source said BBDO’s trademark humor may not be used for Rogaine, especially since the client wants to spend more in media on Rogaine for Women.
“For women, hair loss is a much, much bigger deal,” the source said.
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