Mentholatum retains Wave to handle Oxy advertising
By Adnews Staff
The Mentholatum Company of Canada has appointed Wave Communications of Toronto its advertising agency of record. The firm will handle research, brand development and advertising for the Oxy line of acne treatments. Mentholatum recently purchased this brand from GlaxoSmithKline. Arnold Worldwide previously held this account, but due to a conflict arising from the acquisition a new agency was required. Wave received the assignment through a referral. According to the agency, Mentholatum wanted a small multi-service firm with strong senior talent and considered Wave the best fit. Wave will begin work on the account by conducting a brand review and developing new creative.
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