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Anadin and Advil maker narrows media review

LONDON - Wyeth, the pharmaceutical company behind painkiller Anadin, has cut the shortlist on its £5m media review to two, dropping incumbent Mediaedge:cia.

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Wyeth has shortlisted BBJ and Optimedia, which was also an incumbent handling the Centrum vitamin supplement. A decision is expected next week.

The review will see Wyeth centralise its media planning and buying business, which was previously split between Optimedia and Mediaedge:cia.

Mediaedge:cia had handled the bulk of the account including Anadin, Advil, Robitussin cough remedy and Preparation H.

Wyeth's advertising account is held by Publicis, although there has been little activity since last year when it launched a £2.5m Christmas TV campaign that ran throughout the party season followed by a campaign for Centrum. A campaign for Anadin Ultra ran in the Autumn, which with the Anadin work from last year is set to run again this Christmas.

Wyeth, which was previously known as Whitehall Laboratories, specialises in the manufacture of analgesics, multivitamins and antacids.

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