Advil Calls Review on $80 Million Account
NEW YORK (AdAge.com) -- Pfizer is taking a look at its agency roster again, this time inviting agencies to pitch creative duties on its $80 million pain-reliever brand Advil, according to several industry executives.
While the pitch is said to be managed by Santa Monica, Calif.-based consultancy Select Resources International, the company is understood to be targeting several East Coast shops in order to offer better proximity to its New York headquarters.
More than $80 million was spent to market Advil in 2009, with $52.1 million of that devoted to brand Advil and $28.5 million on Advil PM, according to Kantar Media data. That's down from the $103 million spent on Advil in total U.S. measured media in 2008.
The move is the latest in a slew of agency changes for Pfizer. The company recently named Omnicom Group's Tribal DDB as digital agency for Advil; consolidated under Aegis' Carat all of its media buying for Wyeth DTC brands; and moved ad duties for Viagra and Chantix to Dentsu's McGarryBowen from Interpublic Group of Cos.' McCann family of agencies.
It's a good time to re-examine marketing for Advil as rival brand Tylenol, owned by Johnson & Johnson's McNeil Consumer Healthcare division, has been under fire for product recalls. On its website, Advil promotes the fact that its products are not part of J&J's issues.