Pfizer is inviting agencies to pitch creative on its $80 million advertiser Advil. Pfizer acquired Advil through its $68 billion buy of Wyeth Consumer Healthcare last year. Grey is the incumbent and is understood to be defending, according to AdAge, which said the company is understood to be targeting several East Coast shops in order to offer better proximity to its NYC HQ.
More than $80 million was spent to market Advil in 2009, with $52.1 million of that going to Advil and $28.5 million to Advil PM, according to the story.
Pfizer recently named Omnicom Group’s Tribal DDB as digital agency for Advil; consolidated under Carat all of its buying for Wyeth DTC brands; and moved ad duties for Viagra and Chantix to McGarryBowen from McCann.