Earlier success nabs Ogilvy two new healthcare assignments

25 March, 2009


New hire Daniel Li further strengthens agency’s 360 degree healthcare offering in China

BEIJING — Ogilvy has been awarded new assignments for Zentel® and
Fenbid®, two of four GSK Consumer Healthcare China (TSK&F) OTC brands sold in the
China market. The assignments will see Ogilvy partnering closely with TSK&F to effectively
promote the two brands through targeted communications to consumers and healthcare
professionals nationwide.

“We awarded the Zentel and Fenbid Medical assignments to Ogilvy because we have seen
firsthand the results they can deliver. In late 2007, we worked together to launch ‘The Real
People Campaign’ which saw Fenbid OTC’s market share in the China market increase
significantly. Effectiveness is our top priority and we are confident that Ogilvy has the deep
industry knowledge and healthcare expertise to deliver,” said Alan W. Hsu, Marketing
Director, TSK&F.

For Zentel, the leading OTC medication used to clear worms and parasites, TSK&F has
tasked Ogilvy Advertising with managing all of the brand’s communications efforts in China.
The agency’s mission includes driving overall strategy and the development of TVCs and
print ads that will run nationwide – from the tier one cities of Beijing and Shanghai to
remote, rural areas in the Chinese countryside.

Ogilvy Advertising will also work with Zentel to develop educational training kits for drug
store assistants and county doctors that will allow them to more effectively identify
opportunities to recommend Zentel and accurately describe its advantages to patients and
customers in China.

“It is always rewarding to be acknowledged by a client for exceptional results achieved as
the result of a truly effective advertising campaign. Our founder David Ogilvy always said,
‘we sell or else,’ and this sentiment is just as true today as it was decades ago. Our earlier
success on the Fenbid OTC brand opened the door for us to pursue the Fenbid Medical and
Zentel OTC assignments, and we couldn’t be more thrilled to have been appointed,” said
Shenan Chuang, CEO of Ogilvy & Mather Group, China.

For Fenbid Medical, TSK&F decided to expand Ogilvy’s scope of services beyond advertising
to include a retainer assignment which will be managed by OgilvyHealth, a discipline
specialized in providing communications consultancy services to clients seeking to connect
with doctors and the medical community. Effective immediately, OgilvyHealth will oversee
Fenbid Medical’s communications program which will encompass medical education, PR
activities, key opinion leader (KOL) outreach and seminar organization activities.
Jennie Fan, President, OgilvyHealth China said, “The marketing and communications
environment in China is changing. Consumers are becoming more engaged in healthcare
treatment decisions as they become both increasingly affluent and knowledgeable. In
today’s rapidly changing healthcare environment companies can no longer rely on the salesdriven approach to marketing as sales representative access becomes more challenging. So effectively, communication with doctors today demands that clients maximize traditional marketing channels and also go beyond ‘detailing’ to utilize the latest in communication techniques – for instance digital channels.”

Daniel Li Named Business Director, OgilvyHealth China
To tackle this increasingly common issue, OgilvyHealth has appointed industry veteran
Daniel Li as Business Director, based in Beijing. Li brings to his position more than a decade
of experience in pharmaceutical marketing and communications, having worked for clients
such as Pfizer, Roche, GSK, Abbott, BMS and Bayer among others. At Ogilvy, Li will lead the Fenbid Medical account in addition to other assignments. “Daniel is dedicated to elevating and expanding the 360 Degree role and value of healthcare communications and we are confident that our healthcare clients including TSK&F will benefit greatly from his wealth of experience and industry insight,” said Fan.


For more information, please contact:
Sarah Guldin
sarah.guldin@ogilvy.com
Tel: (8610) 8520 6552

About Ogilvy & Mather Group China
Ogilvy & Mather Group China is the largest marketing communications network in China. It
offers the full range of marketing communication disciplines including advertising, direct
marketing, interactive media, database management, public relations, graphic design and
related marketing disciplines. As Brand Stewards, the agency works to leverage the brands of its clients by combining local know-how with a worldwide network, creating powerful campaigns that address local market needs while still reinforcing the same universal brand identity.

Ogilvy & Mather integrates these communications disciplines using its proprietary 360
Degree Brand Stewardship process, which holds that every point of contact builds the brand.
Ogilvy & Mather Worldwide (www.ogilvy.com) is one of the largest marketing
communications networks in the world, operating 497 offices in 125 countries. Ogilvy &
Mather Worldwide is a member of WPP plc (NASDAQ: WPPGY), one of the world’s leading
advertising and communications services groups.

About OgilvyHealth China
Established in 2006, OgilvyHealth China is a discipline that brings together a comprehensive
range of in-house specialists from across Ogilvy Group’s six disciplines to deliver 360 degree
marketing and communications solutions that address the unique needs of healthcare
industry stakeholders including doctors and healthcare professionals, patients, consumers,
support organizations such as NGOs and healthcare provider groups and media. With more
than 30 staff across Beijing and Shanghai, OgilvyHealth offers advertising, public relations,
direct-to-consumer, direct-to-patient, relationship marketing, medical education, brand
development and global integration services that respond to the changing needs of the
healthcare marketing environment. OgilvyHealth China’s pharmaceutical, OTC and
healthcare industry clients include Roche, Pfizer, MSD, Abbott and West Pharmaceutical
Services.

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