Initiative, the IPG-owned global communications network, has been appointed the agency of record in Central, Nordics and Eastern Europe by leading OTC company, Omega Pharma, and will work across all its media activities, including digital.
Omega Pharma owns a portfolio of more than 60 regional and local household brands including XLS Medical (weight management), Solpadeine, Opticalm, Nytol, Beconase, Jungle Formula, TCP, Buttercup and Predictor.
The appointment marks a move by Omega Pharma towards working with global agency networks rather than individual, market-level media agencies.
Brought in from Microsoft Advertising in September and based at its London office, Marc Bresseel, president of Initiative’s G14 region said: “This appointment is a testament to the investment in talent and innovation we’ve made over the last few months to make Initiative a stronger global force, helping clients create more value.
“Omega Pharma is an ambitious player, with a fantastic portfolio of challenger brands. We look forward to helping them win and meet their ambitious growth plans.”
MagnaGlobal, IPG Mediabrands’ strategic media investment division, was integral in the pitch process.
Simon Combes, EVP Managing Director, EMEA, MAGNA GLOBAL, said: “We are delighted to have contributed to Initiative’s great win; and for such fast validation that this year’s significant investment in Magna Global EMEA is already paying off.”
Christoph Staeuble, chief operating officer, Omega Pharma, said: “This is another important step in the Group’s rapid progress to a leadership position in the European OTC industry, driven by step-changing operational excellence, strategic partnerships and increased consumer and customer investments behind our priority brands.”
Stefan Balemans, head of global marketing, Omega Pharma, said: “This appointment in our fastest growing set of regions enables us to start leveraging our rapidly growing media buying scale, while in parallel increasing impact across all media tools through process & quality improvement in a strategic partnership.”