Ogilvy Health Australia has launched OTC Influence, a new offering focused on marketing non-prescription, over-the-counter (OTC) brands.
The agency explained that the launch comes as the sector continues to grow in Australia, with the OTC pharmaceuticals market projected to reach A$6.75 billion in 2026.
The offering will focus on creating integrated campaigns for OTC brands built on cultural insights, using a social-media-first approach that includes health influencers, earned media, and owned channel content.
CEO of Ogilvy Health ANZ, Richard Brett, explained that OTC Influence will aim to culturally connect OTC brands and products directly to trends, consumer insights, and user attitudes.
"Bringing OTC brands into the heart of Australian culture is the critical next step for OTC marketing in Australia. This is where magic happens - at the intersection of brand attributes and cultural connection. It’s about leveraging earned-first creativity and developing ideas so compelling, entertaining, or culturally relevant that people want to share them."
Ogilvy Health’s Group Managing Director, Rachel Stanton, said: "The OTC Influence process starts with a deep dive into cultural insights, using data and listening tools to identify trends, phenomena, and consumer attitudes that create a new way to talk about health issues. This cultural hook then informs how the OTC brand provides commentary, a solution, or a new approach, moving it beyond its category and simple function and giving it a distinct point of view.
"By connecting the brands closely with culture, it will give OTC brands the opportunity to engage with consumers, pharmacists and retailers in their worlds, through their preferred channels in ways that resonate to get the brand both noticed and sold.”
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