Magazine article Marketing

Pfizer Pools Global OTC Ads Business into JWT

Magazine article Marketing

Pfizer Pools Global OTC Ads Business into JWT

Article excerpt

Pharmaceutical giant Pfizer, the UK's biggest consumer healthcare company, has consolidated the global advertising business for its over-the-counter healthcare brands into roster agency J Walter Thompson.

In the UK, this means JWT will add Benylin, Benadryl and Sudafed to its Pfizer portfolio, on top of existing brands Calpol, Listerine and Anusol. The brands were previously handled by Bates, part of the Cordiant network now owned by JWT parent WPP.

The advertising account is worth about pounds 13m in the UK, according to Nielsen Media Research. The Listerine business has been with JWT for many years, since it was part of Warner Lambert prior to its takeover by Pfizer in 2000.

The loss of Pfizer is another blow for Bates, whose UK agency is being dismantled following the losses of substantial accounts such as Allied Domecq, Royal Mail, Woolworths and B&Q this year.

In New York, JWT is taking on the Bates account, creative and research team under its new consumer healthcare division, Health@JWT, to handle the Pfizer brands. …

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