Iceland Health chooses AOR

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Iceland Health LLC is stepping up its DRTV efforts targeting the Hispanic market, and has tapped Quigley Simpson Multi-Cultural as its agency of record to handle these efforts.

“In the past, we were working with one-note companies, basically media buys and that was it, but Quigley-Simpson is much more interested in helping you develop your brand and bring a
lot more depth, breadth and versatility,”
said Mark Stenberg, president of Iceland Health.

The company did not disclose the names of its prior agencies.

Quigley-Simpson will help Iceland, a nutritional supplement company, expand its existing footprint in the US Hispanic DRTV market. The agency will primarily perform media planning and buying duties for three of Iceland Health's products — Omega 3, Joint Relief and Chromax.

Direct response campaigns, including television, radio, newspapers, call centers and e-commerce, attract the lion's share of Iceland Health customers. The company's products are also sold in health and drug stores nationwide.

“We're trying to expand the total volume of media spending while at the same time hitting the right markets in order to make it profitable,” Stenberg said of his company's strategy. “We've been very successful in the US Hispanic market so far because our products are good, legit ingestibles.”

He went on to say that the Hispanic population is more likely to use natural nutritional supplements as opposed to prescriptions.

Iceland has six new products coming out in the next nine months, all of which will be advertised in direct response campaigns, starting in English-speaking markets before moving to Spanish-speaking markets.

Other factors leading to the account win were Quigley's financial and personnel resources, in particular Kathy Moore, SVP of Quigley-Simpson's recently launched multicultural arm.

The division saw success with earlier work for skincare company Murad Inc. After launching a Hispanic test market campaign for Murad this summer, Quigley-Simpson won several other Spanish-language assignments. Other Quigley-Simpson Multi-Cultural clients include Procter & Gamble, HairClub and Lexicon.

“In the traditional market, you have many more media opportunities,” said Gerald Bagg, CEO of Quigley-Simpson, of the challenges in multicultural marketing. “You can segment, be more targeted by focusing on certain channels like the Food Network or HGTV, whereas in Hispanic advertising, the channels are far more general.”

Bagg said challenges remain in Hispanic marketing despite significant growth of marketers' awareness of multicultural segments.

“There's a creative challenge — targeting and not talking down to your audience,” he said. “The lessons of history are paying off as we embark in this arena.”



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