Pfizer shifts work on Wyeth's Advil to McGarryBowen

Share this article:
Pfizer Consumer Healthcare awarded McGarryBowen another big Pfizer account, handing the shop the bulk of its heavily advertised Advil business following a competitive pitch.

The incumbent on the account was WPP's ghg. The move was first reported by Advertising Age, which said the indie victor also pitched against WPP's Ogilvy and Havas' Arnold for the business.

McGarryBowen will handle advertising for Advil, Advil PM, Children's Advil and Advil ThermaCare. McGarryBowen is also agency of record for Pfizer's Viagra and Chantix. As a consolation prize, ghg will hold onto Advil Cold and Sinus, as well as Pfizer's Robitussin, Dimetapp and Alavert, according to Ad Age.

A Pfizer spokesperson said other shops handle digital, PR and experiential marketing for the brand, but declined to say which ones.

A 2009 TV and print campaign tried to sell the ibuprofen brand as “The Every Pain Reliever,” an all-in-one analgesic that could unclutter their purses with just one bottle for bachache, headache and joint pains. Pitched at young moms, those ads ran with the tagline “Yes, Advil.”

Pfizer acquired Advil as part of its acquisition of Wyeth last year. The company previously named Omnicom's Tribal DDB to handle digital for Advil and consolidated all media buying for Wyeth DTC under Carat.
Share this article:

Next Article in Features

Email Newsletters

More in Features

Headliner: Proteus CEO takes an original path

Headliner: Proteus CEO takes an original path

Andrew Thompson, CEO, Proteus Digital Health

Leadership Exchange: How Do We Get Beyond the Pill?

Leadership Exchange: How Do We Get Beyond the ...

As its focus moves from manufacturing to service, pharma needs to partner with healthcare neophytes as well as established players. James Chase asks six experts to assess the risks and ...

FDA and off-label uses: a balancing act

FDA and off-label uses: a balancing act

FDA's current re-examination of its off-label promotion policies in light of the First Amendment is a delicate balancing act between its rock-solid traditional enforcement posture and a diverse new electronic ...