Roche moves ad deal to JWT and gears for China

WPP-owned Bates currently handles the account in several regional markets.

JWT could not be reached for a comment on the possible shift. However, industry sources believe that Roche will shortly sign contracts for regional markets with JWT. The shift comes at a time when Roche is looking at stepping up its marketing investment in the region, particularly in China's red-hot pharmaceutical market. Asia accounted for 14 per cent of sales by region in 2002.

Kemble Fu, Shanghai-based head of Roche's consumer health group, said the company was looking at elevating China's status to a priority investment market. "China is a hot country for most multinationals and Roche is of course interested."

Fu said Australia and Indonesia were the biggest regional markets but China was the top market offering the most attractive potential.

Roche presently markets its vitamin C brand Redoxon, its analgesic label Saridon and a newly-launched multi-vitamin product for pregnant women, Elevit. Roche, which launched China operations in 1997, is a relative newcomer and faces heavy-spending local rivals in an industry that saw spend jump from Rmb 27 billion in 2001 to Rmb 34 billion last year.