Zicam Moves Account to Lowe

NEW YORK 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 in Los Angeles handled the business for about five years. It did not defend in the competition, which was led by Select Resources International in Santa Monica, Calif.

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.