Perrigo hires VML as global strategic and creative partner

Pharmaceutical company Perrigo has appointed VML as its global strategic, creative and activation partner across its women’s health and over-the-counter portfolio, including brands such as EllaOne, NiQuitin, Nytol, Jungle Formula and Beconase.

VML has been tasked with developing strategic and creative platforms across Perrigo's key markets and for new product portfolios as part of a three-year contract. 

This is the first time Perrigo has appointed a single agency partner to work across 45 global and regional brands.

There was no direct incumbent as Perrigo has worked with a number of agencies across its portfolio.

Perrigo named Truant London its sole ad agency for 24 brands in the UK in 2018. Perrigo UK had a gross media spend of more than $22.7 million (£18 million) at the time.

The competitive pitch took place across 14 key markets. There was no intermediary. 

VML has already started work on 16 of Perrigo's brands in the UK, Italy, France and the Netherlands.

Gurneet Singadia, head of marketing excellence at Perrigo, said: “VML’s ability to demonstrate a real depth of understanding of consumers—their needs and the key moments to engage with them across their purchase journeys—was one of the key things that stood out for us, so we’re thrilled to have them as our partner. We’re already off to a flying start across multiple brands and territories, so watch this space.”

VML will work with its global healthcare communications network, VML Health, across all briefs. 

Pip Hulbert, VML’s UK chief executive, said: “This monumental win is an incredible way to kick off 2024. The Perrigo team's desire to engage with the breadth of capabilities VML offers shows exactly why brands are coming to us—we have the people and expertise to solve complex problems for clients. We are hitting the ground running and off to great start.”