Kaplan Thaler Loses Centrum Account

Wyeth Putting Creative Duties Into Review; May Also Hand Over Caltrate

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NEW YORK (AdAge.com) -- After a two-year run, pharmaceutical giant Wyeth is parting ways with Publicis Groupe's Kaplan Thaler Group, placing creative duties on the $55 million marketing account for its Centrum brand into review, the client said.

"Kaplan Thaler will no longer be our Centrum agency of record going forward, and we've already begun a search for a new agency partner," a spokeswoman for Madison, N.J.-based Wyeth said. She declined to comment on reasons for the split.

Possible shops
As part of the review, for which presentations will take place next month, Wyeth has reached out to a number of shops, including WPP Group's Grey Worldwide and Interpublic Group of Cos.' McCann Erickson Worldwide, executives familiar with the matter said.

Kaplan Thaler, which was handed the account in July 2006, was invited to defend the business, but declined the opportunity, executives said.

Agency representatives from all three shops declined to comment.

Caltrate next?
Along with the Centrum account, Wyeth could additionally hand a new agency duties for its Caltrate calcium supplement brand -- on which it spent about $12 million in U.S. measured media last year, according to TNS Media Intelligence. That brand is currently handled by Kaplan Thaler.

Centrum, which is marketed under the Wyeth Consumer Healthcare banner, spent a total of about $55 million in measured media domestically to market its vitamin and nutritional supplement products.

Wyeth Consumer Healthcare -- one of the biggest over-the-counter drug companies, operating in 65 countries and employing more than 3,000 people globally -- saw sales of about $2.7 billion in 2007.
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