Drug giant Wyeth in £5m media pitch

LONDON - Wyeth, the pharmaceutical company behind brands such as Anadin, BiSoDol and Centrum, is reviewing its £5m UK media planning and buying account.

Wyeth splits its media account between Mediaedge:CIA and Optimedia, and both portions of the account are up for review with a view to centralising the brief.

Anadin launched a £2.5m TV campaign last Christmas that ran throughout the party season. The two executions used humour to deliver the message that Anadin is useful in beating everyday pains such as headaches and used the line: "Headache. What headache?"

Wyeth also supported its BiSoDol indigestion range with a campaign for its Original Indigestion Relief variant last year.

Wyeth, which was previously known as Whitehall Laboratories, specialises in the manufacture of analgesics, multivitamins and antacids.

No one at Wyeth, Mediaedge:CIA or Optimedia was available for comment as Campaign went to press.

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