Prior to Christmas, the over-the-counter products firm narrowed the shortlist for its media account to incumbent Zenith Optimedia and BBJ, while the firm's second incumbent agency Mediaedge:cia was eliminated.
The pitch was handled by the AAR and overseen internally by Wyeth director of brand marketing Mark Cooper.
Wyeth, which is also behind such brands as BiSoDol and Centrum, had previously split its media account between Mediaedge:cia and Optimedia. It is understood to have consolidated with Zenith Optimedia because of Optimedia's experience on the account and the extra market advantage it gets through the Zenith Optimedia network.
Mediaedge:cia had handled the bulk of the account including Anadin, Advil, Robitussin cough remedy and Preparation H.
Wyeth's advertising account is held by Publicis, although there has been little activity since last year when it launched a £2.5m Christmas TV campaign for Anadin that ran throughout the party season, followed by a campaign for Centrum.
Wyeth, which was previously known as Whitehall Laboratories, specialises in the manufacture of analgesics, multivitamins and antacids.
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