Wyeth hires Virgo Health to run Anadin PR assault

Wyeth Consumer Healthcare is putting its biggest PR spend to date behind Anadin, signing Virgo Health PR to promote the painkiller after a four-way pitch.

Virgo Health PR is targeting consumers and pharmacists to promote the range, which competes with brands such as Nurofen and Panadol, plus various generics, in the competitive OTC painkillers market.

Wyeth is spending ‘more than ever before’ on a one-year PR campaign for Anadin, said Wyeth comms manager Jane Boston. The programme is yet to be finalised, but it is understood Virgo’s annual fees will be about £125,000.

Fresh billboard advertising for Anadin appeared last week, with TV ads planned for later this year.

Virgo beat off Munro & Forster Communications, Spink Consumer Relations and Publicis Consultants. Wyeth has not retained an agency on Anadin since it ceased work with Lexis PR in December 2003, although The SPA Way handled a media relations project for the brand last summer.

Boston said PR agency backing could be brought in later this year to promote other Wyeth consumer health products, such as vitamin brand Centrum and cough medicine Robitussin. ‘We are not definitely going to hire agencies, but as each brand’s needs are reappraised we may do,’ she said.

The only other PR agency Wyeth Consumer Healthcare currently works with is beauty PR specialist Kilpatrick PR, which promotes lip-balm brand ChapStick.

Virgo joint-MD Angie Wiles is working on the Anadin account with Anne Carroll, a former director at Cohn & Wolfe’s consumer health arm, who left C&W in December after seven years and is now working three days a week at Virgo.

Virgo already works with Wyeth on its proton-pump inhibitor Zoton.

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