CreatAbility, an advertising firm in Coral Gables, Fla., will handle a new Spanish-language marketing campaign for the hair-loss medication Rogaine and seven other brands of Michigan-based Pharmacia & Upjohn Inc., including Progaine, Kaopectate, and Dramamine.
The pharmaceuticals company spent $40 million in the general market last year, using Grey Advertising in New York.
"The Hispanic community is more interested in their appearance than the Anglo market," said Pharmacia & Upjohn spokesman John Ruane. He said the company hired CreatAbility "based on their creativity, insight, and communication of ideas."
"What is exciting about [the client] is that we don't have to jump on a big learning curve with them," said CreatAbility co-partner Ritchie Lucas. "They are very focused strategic marketers" who "knew how and why they needed to be in the Hispanic market." (CreatAbility, 305/989-9178)