Pfizer calls £9m UK media review

Pfizer is reviewing its £9 million UK media planning and buying business for its over-the-counter brands. The review focuses on brands owned by Wyeth, the consumer healthcare company that merged with Pfizer in a £50 billion deal last year.

SMA: review includes the baby brand
SMA: review includes the baby brand

The pitch follows the pharmaceutical company's decision to review its $700 million US media account last month.

The UK review includes the Anadin, Centrum and SMA brands. ZenithOptimedia currently handles the Wyeth account, but Pfizer is understood to be seeing up to eight agencies this week for chemistry meetings.

Other media agencies on the UK Pfizer roster include Vizeum, which has worked on Pfizer's smoking cessation projects, and Universal McCann, which won the business for the Pfizer-owned Viagra in 2008 ahead of plans to make it available over the counter. But the business has been dormant after Pfizer was forced to withdraw its application over pressure from regulators.