Boiron Issues RFPs in Creative Search

Homeopathic medicine company Boiron has distributed RFPs to less than a dozen agencies in a review of creative duties on its estimated $12-15 million advertising account, sources said.

The search comes after a review of media planning and buying duties, which resulted in the hiring of Optimedia in New York. Executives from the Newton Square, Pa.-based client selected the Publicis Groupe shop after meeting with some six agencies, said sources.

Boiron’s products are designed to provide relief from pain, colds and the flu. Its brands include Coldcalm, Oscillococcinum and icare.

Ark Advisors in New York, the consultant in the media review, is handling the creative search as well. Ark confirmed the review but declined further comment.

The circulated RFP is due back to Boiron in the next few weeks. Based on replies, the client will select a six to eight shops to visit before naming three or four finalists, said sources. Boiron, whose key decision-makers include vp of sales and marketing John Durkin, hopes to conclude the process in April.

The incumbent, Interpublic Group’s Tierney in Philadelphia, is not defending. Before Optimedia, Tierney handled media duties as well.

Boiron’s global headquarters is in Sainte-Foy-les-Lyon, France.