The account was won after TBWA pitched against incumbent AdSell Communications -- which had held the account for 10 years -- at the end of last year. The agency developed and presented a brand concept dubbed 'The feeling of freedom' for the Freedom shoe range, which is being positioned as young, vibrant and chic. The winning print and ambient work featured bare feet with paintings of the Scholl footwear designs on them.
The agency will now service four brands under SSL Healthcare, including Scholl Footwear and Durex, as well as two brands that TBWA already looked after, Scholl Footcare and Woodward's Gripe Water.
According to Austen Zecha, TBWA-ISC's president and CEO, SSL is bringing the four brands under one agency umbrella to increase brand consistency and efficacy across its marketing communications.
The first work for both brands is expected to roll out in May.
SSL hands Scholl, Durex to TBWA\ISC
TBWA-ISC\ Malaysia has scooped the business to handle SSL Healthcare's Scholl Footwear account, which will also automatically include the Durex brief.