IPG’s Jay to Help Introduce Femring

NEW YORK Jay Advertising has won national direct-to-consumer chores for Warner Chilcott Laboratories’ campaign supporting the launch of Femring, a product designed to treat the symptoms of menopause.

“There can be a perception that menopause is a negative part of a woman’s life, and we took a different tack,” said Gregory Smith, president of the Rochester, N.Y., shop.

The agency’s IPG sibling, Regan Campbell Ward, handles Femring ads targeting medical professionals and encouraged both Jay Advertising and the client to consider working together on the brand, Smith said. The two shops collaborated on Baxter Healthcare’s nutritional drink Pulse, he said.

The Interpublic Group agency bested two undisclosed New York contenders for the assignment, Smith said. Work will break before the end of the year and will include a combination of media typically associated with large-scale pharmaceutical campaigns, he said.

Femring is a circular vaginal device that administers a three-month supply of estradiol in one application. It is the first vaginal estrogen product approved by the Food and Drug Administration to treat both hot flashes and vaginal symptoms associated with menopause, Smith said.

Campaign spending was undisclosed.