Following a review lasting several months, an obscure US ad agency minnow has snatched a massive $35 million (€32.91m; £22.26m) account from beneath the noses of the global giants.
Under the Radar, which has offices in those centers of advertising excellence Dobbs Ferry, New York and Westport, Connecticut, is less than two years old and employs just two people – founders Jimmy Cohen and Tom Wambach, who worked together at Ogilvy & Mather in New York back in the 80s.
Their $35m catch? Execdrin, Bristol-Myers Squibb’s ten-strong brand range of headache remedies, plus Quicktabs Pain Tablets. Between them these brands spent $35 million in measured media in 2002. Excedrin split with its longtime agency, Interpublic's Bozell, in December 2002
Whooped Jimmy Cohen: “We are ‘under the radar,’ but our objective is to put Excedrin Tension Headache very much on the radar.” He notched nearly a decade of experience on Excedrin brands during the 1990s when he worked at Bozell in New York as a copywriter and creative director on Excedrin and numerous other B-MS products.
Data sourced from: AdAge.com; additional content by WARC staff
