DY&R loses Merck business to MK2 after one year

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.

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