NiQuitin CQ plans first direct drive

NiQuitin CQ, the smoking cessation brand, is to embark on a customer relationship management campaign following the appointment of Tullo Marshall Warren to handle its multimillion-pound direct business.

The Glaxo SmithKline brand hired TMW to develop its first direct drive following a pitch against a number of undisclosed agencies.

The agency will devise a campaign to run across a number of channels.

The activity will encourage consumers to give up smoking by using NiQuitin CQ products, which include lozenges, mints and patches.

The drive comes as smoking-cessation brands bolster their spends ahead of a proposed government ban on smoking in public places.

If passed, the bill will come into effect in summer 2007. A similar bill has been passed in Scotland, with a ban set to begin in March next year.

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