The move loosens XJP's ties to Saatchi & Saatchi, which had handled creative for most of XJP's brand portfolio, including Gyno-Daktarin, since the late '90s.
DMG will provide creative, media and strategic assistance for Gyno-Daktarin, a mainly over-the-counter medication for thrush, competing against local brands such as Jie Er Yin, Fu Yin Jie and Kang Fu Te, which have placed TV at the core of their media strategy. Gyno-Daktarin has traditionally used TV and magazines as the main media channels for its advertising."We are building a platform for future products within the Gyno- Daktarin brand, using both creative insights and a mixture of different media channels that are galvanised under a big idea," said Dan Mintz, DMG's chief creative officer.
Xian-Janssen taps DMG for AOR duties on Gyno-Daktarin
Xian-Janssen Pharmaceutical (XJP), one of two JVs operated in China by Johnson & Johnson, has handed AOR reponsibilities for its Gyno-Daktarin brand to DMG after holding its first creative pitch in more than five years.
