Theragran, once the leading brand in China's lucrative multivitamin category, has seen its market share whittled away in recent years by rival brands, notably Centrum from Wyeth, which rapidly gained in popularity after launch to dominate China's multivitamin market.
Both Centrum and local makes have been raising their profile on the back of heavy advertising.
Bristol-Myers Squibb and McCann declined to comment on the pitch, also believed to have been contested by Saatchi & Saatchi and TBWA. The account includes above- and below-the-line creative, but excludes media and PR responsibilities.
One of the agencies involved in the pitch said Theragran was still well positioned to be able to regain lost market share, but the time had come for a review of its advertising.
"It is high time Theragran revitalises itself as a brand," the executive said. "China changes so quickly. If you are not swift enough, you have a problem." Tonics and vitamins advertisers represent the second biggest spending category in China according to Nielsen Media Research, which recently published figures showing ratecard spend topped Rmb 23 billion (US$2.85 billion) in 2005, a year-on-year increase of 4.8 per cent.
McCann tipped to reel in J&J brand from sister shop
Bristol-Myers Squibb is thought to be shifting China creative duties for its ailing multi-vitamin brand Theragran from FCB to McCann Healthcare following an eight-week pitch.
