DY&R loses Merck business to MK2 after one year

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