Global firm joins drugs-ad market

By DITA DE BONI

Global advertising network Foote, Cone & Belding has launched a healthcare advertising agency in Auckland to steal a slice of a growing market.

FCB partner Hammond & Thackeray has offices in Sydney, Melbourne, and now Auckland.

In Australia it serves 15 clients, including Pfizer (makers of impotence drug Viagra), Novartis (attention deficit disorder treatment Ritalin) and Aventis (hayfever drug Telfast).

The agency will compete against McCann Erickson's two healthcare advertising agencies, Torre Lazur and McCann Healthcare, which combined will have the largest local market share.

Torre Lazur opens a New Zealand arm in January, and it is believed the agency will service pharmaceutical giant Glaxo Smith Kline, as it does in other markets worldwide.

But Hammond & Thackeray managing director Peter Thackeray said from Australia that the new agency would offer a "fresh healthcare alternative" to the McCann dual agencies in the local market.

"Because pharmaceutical companies in New Zealand are very sophisticated in their approach to marketing, we are confident [our] specialist strategic capabilities, coupled with outstanding local creatives, will be welcomed."

"More and more this is a global industry, and having our offices now in both Australia and New Zealand is essential for serving our clients better and continuing our growth into Southeast Asia."

The prescription medicine advertising market in New Zealand is estimated to be worth around $25 million in total.

Earlier in November, the Young & Rubicam agency network closed its New Zealand healthcare advertising arm, Sudler & Hennessey, saying healthcare was a low growth category.