Magazine article Marketing

Novartis Looks to Shift Global Agency Rosters

Magazine article Marketing

Novartis Looks to Shift Global Agency Rosters

Article excerpt

Novartis, the pharmaceuticals to foods giant, is considering an overhaul of its global creative and PR agency roster. The company, whose brands include Ovaltine and Nicotinell, plans to bring agencies in line with its strategy of creating strong global brands.

Head of global marketing and sales Andrew Kay said the company was "moving to look at agencies that can service our brands more globally.

"We're learning to work with a smaller number of agencies that have global reach," he added.

Novartis uses creative agencies on a country-by-country basis. In the UK its creative roster includes Euro RSCG Life, Grey Worldwide, Rainey Kelly Campbell Roalfe/Y&R, and Lowe Lintas & Partners. Its UK consumer healthcare budget is [pound]6.7m.

Kay confirmed that there would be "a number of pitches". He denied this would amount to a roster consolidation.

The firm is however consolidating its global media firms, which are run from the US. The pitch pits the CIA network, which holds the UK media account, against MindShare and Initiative Media. Kay said media was likely to continue to be run on a country-by-country basis, with the winning agency taking the lead globally. …

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