Mucinex Moves to MPG

NEW YORK Adams Respiratory Therapeutics, which markets the Mucinex brand, has placed its media planning and buying account at Havas’ MPG without a review, per sources. The incumbent was Interpublic Group’s Initiative.

Ad spending in 2007 exceeded $85 million, up from $65 million the previous year, according to Nielsen Monitor-Plus. Mucinex receives most of the ad backing.

The switch will take effect after a transition period of several months, per sources.

Adams is a specialty pharmaceutical company focused on the development and marketing of over-the-counter and prescription drugs for the treatment of respiratory disorders. It markets a line of well-known adult expectorants under its primary brand, Mucinex, and also distributes cough suppressant Delsym.

Adams, based in Chester, N.J., was acquired by Slough, England-based Reckitt Benckiser, a global marketer of household cleaning, health and personal care products, in January for $2.3 billion. Reckitt’s media chores are handled by MPG and a corporate decision was made to consolidate the Adams’ assignment with its new parent’s media incumbent, sources said.

Reps for both Initiative and MPG referred calls to the client and officials there could not immediately be reached for comment.