DMG secured the brand following a pitch against incumbent Saatchi & Saatchi, and after bagging Xian Janssen's Gyno-Daktarin brand, also held by Saatchis, at the end of last year.
Motilium is competing in a particularly aggressive marketing environment, where it is outspent by key rivals such as Japanese brand Sidashu, with ratecard spend of Rmb600 million, and local make Jiangzhong, the biggest spender with an outlay totalling Rmb 1 billion a year. Furthermore, copycat marketing and packaging coupled with strict rules governing advertising content, makes differentiation difficult. "We have to deliver new news to the consumer," DMG said. "The client is looking for fresh ideas and something that can relate to the consumer."
Motilium is competing in a particularly aggressive marketing environment, where it is outspent by key rivals such as Japanese brand Sidashu, with ratecard spend of Rmb600 million, and local make Jiangzhong, the biggest spender with an outlay totalling Rmb 1 billion a year. Furthermore, copycat marketing and packaging coupled with strict rules governing advertising content, makes differentiation difficult. "We have to deliver new news to the consumer," DMG said. "The client is looking for fresh ideas and something that can relate to the consumer."
Meanwhile, J&J has completed the second round of its corporate pitch leveraging its Olympic sponsorship, with five agencies making their presentations on Easter Sunday to a raft of J&J executives from the US and Asia in Shanghai, following a first stage in New York. A decision was expected at press-time for the task, which potentially could roll out globally.
