“With the acquisition of PharmaChoice by Sanofi-Aventis, we needed to partner with a leading advertising company who understands consumer advertising,” says PharmaChoice head Carel Meintjes.
“Saatchi & Saatchi was ranked first in Objectivity 2008 Top International Agencies in South Africa, which made them a preferred partner. They have also done some great work for us on Essentiale during 2008, which clinched the partnership.”
According to Meldrum, the successful Essentiale ad campaign involved a strategic, pro-active approach. “They were impressed with our proven consumer research tools.”
Saatchi & Saatchi will be looking at using a complete 360 degree holistic approach to all of the PharmaChoice brands. “We will be including shopper marketing and interactive solutions to ensure that we provide compelling content to all consumer touch points,” he adds. “We believe that we can build some powerful Lovemarks out of these terrific products by emotionally connecting with our clients customers at all levels.”
Saatchi & Saatchi won the Objectivity award earlier this year, with Saatchi & Saatchi's Johannesburg and Cape Town offices being voted best performing agencies in the Objectivity Agency Performance Review Survey of Advertising Agency Performances for 2008. Saatchi & Saatchi Johannesburg secured first place, followed by Saatchi & Saatchi Cape Town in second place, in the Best Performing Advertising Agencies Overall category.
The Lovemarks company,Owned by French company Publicis Groupe, also attained two Golds at the Loeries awards last month, one for its ‘Fetch Campaign' for Eukanuba under the experiential category for alternative media and field marketing, and one for its ‘Makita Wall' outdoor campaign, under the ambient media category. With these Loerie wins, Saatchi & Saatchi now ranks sixth in the agency group ratings and eighth in the individual agency ratings, under the new Creative Circle Loeries ranking system, which is based on the number of statues won.
