Hong Kong shop MK2 Communications has snatched the Merck Sharp account
for the promotion of Propecia, the company's hair loss brand, which is
looking to grow its market share in the city.
The local shop beat two 4As agencies, including incumbent Dentsu Young &
Rubicam, which had held the account for the past year.
MK2 Communications creative partner Kasey Lin declined to disclose
Propecia's billings volume, but said the pitch had been extremely
competitive as slower market conditions had attracted the attention of
larger agencies, which previously shunned small and medium-sized
accounts. Lin said MK2 presented a through-the-line strategy and
marketing programmes to differentiate the US brand from other
over-the-counter products and increase the product's market share in the
male hair loss market.
With its recent string of wins, Lin said the agency is looking at
expanding into China this year, targeting both local and multinational
brands. "We will be more aggressive this year," said Lin, adding that
the China operation would offer media and creative services.
