Anadin reviews £8m brief

Wyeth Consumer Healthcare is reviewing its estimated £8m advertising business for painkilling drug Anadin. Incumbent DDB London, which has held the account for almost three years, has decided not to repitch.

Wyeth Consumer Healthcare is reviewing its estimated £8m advertising business for painkilling drug Anadin.Incumbent DDB London, which has held the account for almost three years, has decided not to repitch. 

The pitch is being overseen by Anadin marketing manager Amanda Tillett. A shortlist is expected to be put together by January 2008.

Media planning and buying, held by ZenithOptimedia, will not be affected by the review.

DDB London won the account in 2004 in a pitch against Bartle Bogle Hegarty, Rainey Kelly Campbell Roalfe/Y&R and Publicis, the incumbent agency at the time.

Last year Wyeth launched a £6m TV, press and outdoor campaign to support the launch of an Anadin capsule which it claims is double the strength of its previous products. It ran with the strapline “New Anadin Ultra Double Strength. For people who just get on with it.”

Publicis began working on Anadin in 1995, when Wyeth was known as Whitehall Laboratories. It lost the account in 1997 to Grey London but regained it two years later.

The bulk of Anadin’s marketing spend, around 80%, is on TV but the brand also markets across press and radio.

Wyeth Consumer Healthcare operates in 65 countries and registered sales of $2.5bn (£1.24bn) last year. It is one of the largest over-the-counter (OTC) health care product companies in the world and employs about 3,200 people.

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