MC DIRECT SNAGS TWO ACCOUNTS
By Adnews Staff
MC Direct of Toronto recently picked up two new pieces of business. The agency will now be handling advertising for Sanofi's new Plavix prescription drug and for Cellnet of London, England, the cellular subsidiary of British Telecom.
MC Direct won the Sanofi account after a competition with an undisclosed number of agencies. Plavix is a new drug that helps prevent strokes and heart attacks by thinning the blood. Sanofi of Mississauga, Ont. says the drug has no side effects. MC Direct launched a trade campaign for Plavix in November. In the second quarter of next year it will launch a direct-to-consumer campaign for the drug using TV, print, telemarketing and direct mail.
MC Direct will launch a direct response campaign for Cellnet in April in the U.K. The campaign will expand to North America sometime in the future. MC Direct's London, England office will create the campaign, while the Toronto office will have operational control over the account. The campaign will use print, billboard and in-flight TV ads. The goal of the ads is to increase roaming revenues with frequent travelers between North America and the U.K. MC Direct won the Cellnet account based on work it has done for telecommunications companies in North America.