SHANGHAI: BBDO/CNUAC has dealt a blow to Dentsu Young & Rubicam by
snagging the Bayer China's over-the-counter antacid brand Talcid, an
account estimated to be worth about USdollars 2 million.
BBDO, which is Bayer's regional agency, took the account after a
year-long effort to lure the client away from DY&R culminated in a pitch
that focused on creative and strategic credentials.
BBDO/CNUAC Shanghai managing director Lau Seng Yee said an integrated
campaign is being planned.
"We will produce a campaign driven primarily by a series of TV
commercials. In addition, the campaign will be supported with integrated
elements both at the consumer level as well as the prescription channel.
The objective of the campaign is to reinforce the fast relief function
of the product."
