By Matt Williams, campaignlive.co.uk, Thursday, 26 August 2010 11:00AM
The company has issued an RFI to a number of digital agencies and is preparing to hold a pitch for the business next month. It is not yet known whether Novartis will appoint a roster of agencies or a single shop to handle the account.
Work will mainly consist of updating and redeveloping some of Novartis' brand websites to make them more consumer-friendly.
Novartis, which owns brands including Nicotinell and Savlon, currently uses specialist healthcare agencies for the majority of its marketing, but this latest move is seen as an attempt to build relationships with more traditional consumer-focused shops.
Earlier this year, Novartis appointed Beattie McGuinness Bungay to produce a television campaign for Savlon to help give the brand a more modern image.
This article was first published on campaignlive.co.uk
For the past few decades, marketing has been dominated by a mass-media paradigm. During that time, we’ve defined the ‘best’ marketing as that which makes the most efficient use of broadcast media, and as a result, we’ve spent decades perfecting an approach that’s all about reducing the cost of interrupting people.