MindShare claims £1m Zeno account

by Media Week, Media Week 26-Feb-08

WPP agency MindShare has won the £1m brief to launch medicinal brand Zeno in the UK.

Acne-treating device Zeno is aimed at women aged between 18 and 49, and
claims to be the most effective non-prescriptive treatment for the
condition. The battery- operated device is poised to launch in the UK,

having secured deals to be distributed in outlets around the country,

including Boots. The brand claims to have sold 400,000 products in the
US, but is set to launch a drive into Europe, with media spend handled
by MindShare.

Advertising to promote the brand will be planned and bought by MindShare
and will start with online campaigns in March and April, followed by
above-the-line activity in the summer. Online ads will push customers to
buy the product at myzenoeurope.com, a website set up for people around
the continent to buy the product directly.

Zeno is owned by Tyrell, a company that specialises in developing
medical devices that enable patients to avoid the need for
prescriptions.