Kaplan Thaler Wins Centrum Advertising Account

Wyeth Vitamin Brand Spent $41 Million in 2005

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NEW YORK (AdAge.com) -- Wyeth's over-the-counter vitamin brand Centrum has awarded its advertising account to Publicis Groupe's Kaplan Thaler Group, the marketer said.
The Centrum brand spent $41 million on measured media last year.
The Centrum brand spent $41 million on measured media last year.

In 2005, the brand spent $41 million on media, according to TNS Media Intelligence. The vitamin brand is marketed under the wyeth Consumer Healthcare division.

Grey and McCann
Kaplan Thaler's rivals in the review were WPP's Grey Worldwide and Interpublic Group of Cos.' McCann Erickson.

The incumbent was Carrafiello Diehl & Associates, Irvington, N.Y.

Last year Wyeth generated 80% of sales from pharmaceuticals, 15% from consumer brands (including Advil, Centrum, Robitussin and Chapstick) and 5% from animal health. Three drugs (neuroscience therapy Effexor, gastroenterology drug Protonix and the vaccine Prevnar) accounted for more than half of its U.S. pharmaceutical sales in the first half of 2005.

The agencies could not be reached for comment.
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