Botox's parent company Allergan Medical Aesthetics has awarded Carat its media assignment for Asia-Pacific. This is the first time Allergan has appointed a regional media agency that will be led by Carat's Singapore's office. And the client has appointed Leo Burnett Group Singapore to handle integrated communications for its medical aesthetics range in Asia-Pacific.
These agency account changes come after Allergan was acquired by pharmaceutical giant Actavis for $66 billion in November following a heated battle for control with hedge fund activist Bill Ackman and Valient Pharmaceuticals.
While Allergan may be best known for Botox and Juvederm, the company produces a wide array of specialty pharmaceuticals and medical devices, including breast implants and tissue expanders. The company is also active in both business-to-business and direct-to-consumer advertising, which increased by over 15% last year.
Allergan's advertising expenses globally were $179.7 million, $158.5 million and $168.6 million in 2013, 2012 and 2011, respectively, according to its most recent financial statements. The client's APAC spending wasn't immediately available.
Gladys Peters, APAC marketing director at Allergan said: “Carat’s strong focus on deep consumer insight is very much aligned with what we were looking for in a strategic media partner. Their clear strength in digital media also gives us confidence that we are indeed partnering with the highest expertise in this increasingly important area.”
“The medical aesthetics category is undergoing something of a revolution,” said Kevin Walsh, chief digital officer at Carat Asia Pacific. “We’re looking forward to working closely with the team at Allergan to develop innovative communication solutions that will deliver significant business value.”
Meanwhile, the selection of Burnett for integrated communications duties in the region, followed a competitive pitch involving three other agencies. Like the Carat award, the Burnett win also marks the first time Allergan has selected a regional creative agency to handle its direct-to-consumers marketing for its medical aesthetics line in the region.