Boiron Mulls 3 Finalists

Three New York agencies have advanced to the final round of the review of creative duties on Boiron’s estimated $12-15 million ad account, sources said.

Sources identified the shops as MDC Partners’ Kirshenbaum Bond Senecal + Partners, Havas’ Arnold and independent ML Rogers. On Friday, client executives will brief the contenders at Boiron’s U.S. headquarters in Newton Square, Pa., said sources. Two work sessions are planned and final presentations are scheduled for March 31 and April 1.

Kirshenbaum, Arnold and Rogers emerged from a field of six agencies that met with client execs. The other shops were independents Amalgamated and Taxi and Cossette, according to sources.

Boiron’s homeopathic products — including Oscillococcinum and Coldcalm — are designed to provide relief from pain, colds and the flu. The company’s global headquarters is in Sainte-Foy-les-Lyon, France.

The creative competition follows a media review, which resulted in the hiring of Publicis Groupe’s Optimedia in New York. Consultancy Ark Advisors handled that search and is managing the creative review as well. Ark did not return calls.

Optimedia succeeded Interpublic Group’s Tierney in Philadelphia, the incumbent on the creative business. Tierney, however, is not defending.