Nicorette Hires AMV to Kick the Habit Worldwide

13 November 2000

Omnicom’s London shop Abbott Mead Vickers BBDO has been appointed lead creative agency for Pharmacia & Upjohn’s anti-smoking brand Nicorette. The business, worth an estimated £35 million annually, covers all markets outside the USA.

AMV, which has resolutely refused to handle tobacco advertising since its inception, also works on the British government’s £50m anti-smoking campaign. But the shop plans to build a Chinese wall between Nicorette and its government work.

Says chief executive Andrew Robertson "It's important to keep the teams separate to stop anybody drawing any unreasonable conclusions and ensure one account isn't compromised by the other. In fact, both are significant but different pieces of business. One is about getting people to stop smoking, the other is about encouraging people to use more Nicorette."

AMV won the business in a three way pitch against Saatchi & Saatchi and US incumbent BMP DDB. The review comes in the wake of a recent management revamp at Pharmacia and a strategic decision to market brands on a global rather than regional basis.

News Source: CampaignLive (UK)