NEW YORK (AdAge.com) -- Omnicom's Tribal DDB has been named digital agency for Advil, according to executives familiar with the matter. Tribal beat out Publicis Groupe's Digitas Health, a Pfizer roster shop, in the final stage of the review.
Both agencies had no comment and referred calls to the client. Pfizer did not immediately return requests for comment.
This win, following victory in a pitch for PepsiCo's Amp energy drink late last year, could represent a resurgence for the digital shop. Last year the shop saw Wrigley exit the agency for a trio of digital boutiques, as well as key leadership departures from the likes of Liz Ross and Stephan Beringer, now both at Digitas.
Pfizer acquired Advil's pharmaceuticals company, Wyeth, last year for $68 billion and has made several agency changes since. The account is Tribal's first with Pfizer or Wyeth, though Omnicom sibling Rapp won Viagra's $20 million digital and CRM business late last year.
WPP's Grey Worldwide remains Advil's agency of record and independent TargetCast continues to handle media planning for Wyeth over-the-counter brands such as Advil, ChapStick and Dimetapp.
Advil spent $103 million in total U.S. measured media in 2008, according to Ad Age's Data Center, and $80 million in 2009, according to Kantar Media.