Zicam Makes a Move....

While this is a big win for C-K...will digital distribution finally become a focal point for the Pharmaceutical industry?

Drug maker Matrixx Initiatives has named Cramer-Krasselt's Phoenix office the new ad agency of record for its over-the-counter cold remedy, Zicam.

The brand, which spent $30 million on measured media in 2008, moved to Interpublic Group of Cos.' Lowe Worldwide just last May, but it was forced into play after Interpublic merged Lowe with Johnson & Johnson agency Deutsch, creating a new conflict of interest. At the time of the merger, Interpublic indicated it intended to move the Zicam account to another shop within the company, but Matrixx apparently had other ideas, putting the account up for grabs.

"We'd like to be supportive, but we'll ultimately make a decision that's best for our business," VP-Marketing Tim Connors told Ad Age at the time.

At C-K, Zicam will join a growing medicine cabinet of brands that includes the Takeda Pharmaceuticals' sleep aid Rozerem, Boehringer Ingelheim's ulcer drug Zantac, and GlaxoSmithKline's prostate treatment Avodart -- all of which have been won by the agency since 2005.

Few shops manage to balance so many different drug makers on a single roster, but Matrixx didn't hesitate to tap C-K for brand strategy, creative, digital and consumer engagement chores.