MC DIRECT TO HANDLE ACNE CAMPAIGN
By Adnews Staff
MC Direct of Toronto was handed the direct-to-consumer account from Hoffmann-LaRoche last month. The agency won the business after the pharmaceutical company spoke with several other agencies. The incumbent on the business is Anderson Advertising of Toronto. MC Direct's first project for Hoffmann will be a direct response education campaign aimed at sufferers of moderate to severe acne. The campaign will use direct response TV, print and transit ads, as well as telemarketing and direct mail. The program will provide factual information of interest to sufferers of persistent acne, and stress the importance of receiving treatment by a physician. The messages will also promote a 1-800 helpline. Hoffmann markets Accutane, a prescription drug that the company claims to be a cure for up to 80% of serious unresponsive cases of acne.