Pfizer shifts work on Wyeth's Advil to McGarryBowen

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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.

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