The agency has been invited to take part in the pitch, with reports that Wyeth is in talks with 10 agencies about the account.
Publicis won its first piece of Wyeth business in 1995 when the company, then known as Whitehall Laboratories, appointed it to work on Anadin. A year later the agency won BiSoDol and it also won the brief to launch a second painkiller brand in the UK, Advil.
Anadin was shifted out of Publicis in 1997 to Grey London but two years later it was back with Publicis, with Wyeth citing a potential client conflict with the then SmithKline Beecham.
The review is to be overseen by the AAR and it follows the appointment of new managing director John Smith last year.
Publicis' most recent work on the Anadin brand eschews the "scientific" approach with diagrams of the body and moving arrows, and instead shows people lying about having headaches. In one, a man complains that his wife is having an affair. He tells his friend that she said she had a headache but knows that she was lying because he found Anadin in the house.
An earlier execution showed Marie-Antoinette trying to get out of her execution by complaining of a headache, only for her handmaid to produce some Anadin. The ads use the longtime strapline "Headache? What headache".
Wyeth Pharmaceuticals other brands with Publicis include Advil, vitamin brand Centrum, Preparation H and calcium supplement Caltrate. ZenithOptimedia, which was appointed to the media planning and buying account in February last year, is not affected by the review.
Anadin is one of the oldest painkilling brands on the market. The original product was aspirin but it now also markets ibuprofen and paracetamol variants.
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