MediaCom snags $30m PharmaCare account from Starcom

By By David Blight | 28 September 2012

Leading pharmaceutical company PharmaCare has appointed MediaCom to its $30 million media account, ending the relationship with incumbent Starcom.

The GroupM agency took home the business after a pitch which included Starcom and Ikon Communications.

As a result of the win, MediaCom has severed ties with its client Blackmores, due to significantly larger billings of the PharmaCare account.

PharmaCare turns over more than $250 million a year, and boasts brands such as Norsca, Nature's Way, Bioglan and Fatblaster.

The company has previously launched campaigns involving celebrities such as Jennifer Hawkins, Catriona Rowntree and Wayne Cooper.

Mediacom chief executive Mark Pejic said: “We are very proud and delighted to begin working with a great Australian business partner. The story of PharmaCare’s evolution as a business is in the true spirit of Australian entrepreneurship. We look forward to delivering them very best work and results over a long term.”

PharmaCare chief Vincent Tan said: “Our business has grown rapidly over the last several years and we have only recently taken the opportunity of reviewing our media and communications requirements. In the process we have chosen an agency that we believe will suit our current and future requirements.

“We thank Starcom for the work and contributions they have made for the last eight years, it was time for a change.”

Starcom said there will be no redundancies as a result of the account move.

Regarding Mediacom's resignation of the Blackmores account, Blackmores Australia director of sales and marketing Jim van Bruinessen said: “We have enjoyed a successful working relationship with MediaCom and wish them well for the future.

“The landscape of media buying has been changing for some time with the rise of digital and exciting new platforms. Consequently Blackmores has begun implementing a different strategy that better suits our particular needs in reaching our customers.”

MediaCom group director James Sneddon said: "After a good seven years, Blackmores and MediaCom have decided to end their working relationship. This decision was mutually agreed, and both companies look forward to new opportunities with new partners and wish the other success in their new ventures.”

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