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Matrixx Initiatives’ Zicam has selected Interpublic Group’s Lowe for advertising chores following a review, according to sources.
Zicam is an over-the-counter brand of drugs used to treat cold and allergy symptoms.
The estimated budget is $40-50 million, sources said. Zicam in recent years has spent $25 million in major measured media, excluding digital, per Nielsen. Spending would appear to be on the rise, however, totaling $10 million in Q1 2009, Nielsen said.
IPG’s McCann Erickson handled the business for about five years.
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