The AOR for Dr. Morepen has moved to StarCom, after a pitch, which saw Zenith Media defending the account, and Maximize, Loadstar and Starcom fighting for it. The pitch had taken place almost two months back and comprised strategy planning in the first phase and innovation in media in the second phase. StarCom will now handle the Rs.16 crore media for all the brands of Dr. Morepen, confirmed senior officials at Dr. Morepen.
Dr. Morepen, the company formed in 1991 by the alliance of Dr. and Morepen, presently has six brands under the umbrella brand Dr. Morepen. The six brands are 2 Kool (lozenge), C-Sip (Soft drink), Dab Fizz (Acidity reliever), Gol Goli (Digestives), Esabgol (Digestives) and Y-Sugar (Sugar free sweetener), will see a media consolidation in StarCom.
While StarCom would now handle all the media functions, the agencies handling the creatives would remain the same. O&M will continue to handle Y-Sugar and Esabgol, HTA will continue to handle Gol-Goli, while Bates will continue to handle Dab Fizz, C-Sip, 2-Kool and the corporate creative.
Earlier run on exchange4media website on Friday, 11th July '02, at 6.15 p.m.