Demazin appoints Clemenger BBDO Sydney as creative agency following a three-way pitch
iNova Pharmaceuticals has awarded the Demazin creative account to Clemenger BBDO Sydney after a competitive three-way pitch.
Clemenger BBDO Sydney has been appointed, effective immediately to work on the relaunch of the iconic Cold and Flu brand that has been treating Australian families for over 50 years.
iNova has recently acquired the Demazin brand from Bayer and sees a lot of upside in bringing the brand, once a category leader, back to its former glory.
The brief to Clemenger BBDO was to find a disruptive way to refresh, modernise and make famous the once iconic Aussie winter brand.
The challenge in the brief, beyond standing out in a highly competitive catgeory, was to find a way to make the D-D-Demazin brand relevant to a whole new generation of parents. Many of who only remember Demazin as a blue liquid that their parents gave to them when they themselves felt ill as children.
To unlock the pitch, streams of qualitative research were undertaken by Clemenger BBDO to get to the heart of what modern parents desire in a cold and flu brand.
Says Filomena Maiese, executive director – portfolio strategy and innovation, iNova Pharmaceuticals: “The challenge we put to the agencies through the pitch process was to make the Demazin brand relevant to modern day mums and families in a disruptive way. Clemenger went the extra mile to really understand the insights around our consumer to develop a campaign idea that would resonate with our audience in a fresh and relevant way. We are really excited to bring this campaign to market with Clemenger. It will definitely break category conventions in a category that has become quite conventional and formulaic in its consumer advertising approach.”
Says Pete Bosilkovski, CEO Clemenger BBDO Sydney: “We are thrilled to be working on the iconic Demazin brand, and I think we all have fond memories of D-D Demazin. It’s always exciting to work with client partners who share our passion and obsessive focus on consumer centricity, together with relentless empathy for the needs of the consumer. We look forward to collaborating with the amazing team at iNova to drive the Demazin brand forward and bring it back to its former glory.”
The Demazin brand campaign will air in winter 2020.
8 Comments
Clients need to start making agencies accountable for the lack of senior women making their ads – if the authors of the work aren’t parents and mums, then the work won’t have the authentic insights and voices of the target market.
…and also the lack of people who don’t spend their entire lives within a 2km radius of Surry Hills
Are there any women in the Clemenger creative department?
The creative department is ENTIRELY white men. Creative departments that reflect the demography of Australia would make better, more effective work. I can’t believe that this isn’t an obvious truth. It’s not even about being ‘woke’ – major agencies demonstrably don’t know how to market to women and POC. There’s money to be made if they did. I wish agencies would wake the fuck up and realise this.
Oh, come on. I’m a white male with three kids. Are you saying that if my agency won the pitch, I’d be unfit to work on the account? Your comments are embarrassing for your cause. Though I do support the need for more female creatives across the industry.
There are POC and Females in the department. Get your heads out of your arses.
@Any mums in the senior creative department?
As a pitch I’m pretty sure the winning idea would have been chosen with the target audience in mind don’t you think?
Or, are you suggesting the winning agency should have been chosen based on the sex of the creatives working on the pitch and not the actual idea itself? For all you know a female team could have been working on this.
Also, how about giving a little credit to Filomena Maiese from iNova Pharmaceuticals? I’d say she and her team know the Demazin brand better than you do.
Really all that for the worst ad, reworking an even worse 80’s song Gloria!