Zicam Moves Account to Lowe

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.

In the recently completed review, Lowe of New York outpaced independent Wieden + Kennedy, Publicis Groupe’s The Kaplan Thaler Group and Omnicom’s DDB to win the assignment, said sources.

Agency and client officials either could not be reached or declined comment.