Anadin awards its 5m ad account to CHI & Partners

CHI & Partners has scooped the 5m advertising account for pain-relief brand Anadin. The agency won the business after a long-running, four-way pitch against Leo Burnett, Krow and Rainey Kelly Campbell Roalfe/Y&R.

DDB London, which held the account for four years, did not repitch. The process was overseen by the AAR.

Parent company Wyeth Consumer Healthcare originally called the review in December 2007. The pitch was initially led by Anadin marketing manager Amanda Tillet, who is now on maternity leave.

The review has been overseen to its conclusion by Wyeth Consumer Healthcare marketing director Shari Read.

It is thought that the pitch has been delayed by the number of creative ideas put into research, which is a longer process for over-the-counter medicines than for other consumer products.

The Anadin account has changed agency a number of times in recent years. In 1997, Publicis lost the account to Grey, after holding it since 1995, when Wyeth was known as Whitehall Laboratories.

Then, in 1999, Publicis won the business back and held it until 2004, when it lost the account to DDB London after a pitch that also involved Bartle Bogle Hegarty and RKCR/Y&R.

Media planning and buying is by ZenithOptimedia and is unaffected by the advertising review.

Wyeth Consumer Healthcare also markets multivitamin range Centrum and lipcare brand Chapstick in the UK. The company operates in 65 countries and is one of the largest over-the-counter healthcare product companies in the world.

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