Perrigo Appoints VML as Strategic Creative Agency of Record

VML today announced their appointment by Perrigo - a leading global manufacturer and supplier of over-the-counter (OTC) self-care products - as their strategic, creative and activation partner across its Women’s Health and OTC portfolio which includes brands such as ellaOne, NiQuitin, Nytol, Jungle Formula, and Beconase.

Perrigo has been on an exciting transformation journey in recent years and the competitive pitch, which took place across 14 key markets, focused on finding a single agency partner to consolidate creative tasks across 45 of their global and regional brands for the first time. 

The appointment confirms a three-year-long contract for VML, reflecting Perrigo’s ambition to deliver truly great integrated and connected creative work into a competitive marketplace.

The win sees VML tasked with developing new strategic and creative platforms across markets and for new product portfolios. The agency has begun work immediately in the UK, Italy, France, and Netherlands across sixteen of Perrigo’s brands.

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 during the pitch process, 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!” 

Rob Nichol, global client lead at VML added, “Perrigo represents an incredible opportunity for us as VML. The scale of their sector, product portfolio, and desire to be the number one brand in their category means we will need to bring all our capabilities and expertise to solve complex problems and deliver award-winning creative work to an ambitious and future-focused client team.” 

VML will work closely with teams at VML Health across all briefs to access their specific expertise in understanding regulation, key stakeholders, and the activation of brands in a specialist marketplace.

Pip Hulbert, UK CEO at VML concluded, “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 showcases 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.”

The Perrigo remit is hubbed out of VML’s UK office.