DDB London scoops Wyeth Anadin brief after five-way pitch

DDB London has triumphed in a five-way pitch to handle Anadin, Wyeth Consumer Healthcare's leading analgesic brand.

It competed against Bartle Bogle Hegarty, Grey, Rainey Kelly Campbell Roalfe/Y&R and the incumbent agency, Publicis, to secure the brief. DDB will start work on the brand, backed by an estimated £6 million annual spend, in early September.

Jorian Murray, the managing director of DDB London, said: "Anadin is one of those great British brands that any agency would love to get its teeth into. It's got such a rich heritage that it demands work of the highest order to do it justice."

The pitch, handled by the AAR, was overseen by the newly appointed marketing director, Katharine Brown, who joined from the Wyeth sister company SMA Nutrition earlier this year.

She said: "DDB's understanding of the analgesics market and positioning of the Anadin brand was outstanding. Anadin is a well-known and established name and our brief was a challenging one - DDB met this head on with superb strategic thinking and impressive creative work."

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.