$45 Mil. Centrum Review On Tap

NEW YORK Wyeth has begun contacting agencies about the $45 million advertising account of its Centrum line of vitamin and nutrition brands, according to sources.

Independent Carrafiello Diehl & Associates in Irvington, N.Y., handles the business. Executives at the incumbent agency were unavailable for comment. The shop also advertises Wyeth’s $15 million Caltrate calcium supplement, but it could not immediately be determined if that product was also part of the impending review.

Agencies on the Wyeth roster include WPP Group’s JWT, Ogilvy & Mather and Grey, and Interpublic Group’s McCann Erickson. It could not immediately be determined which, if any, of those were among the shops the client contacted.

Sources said the review would begin in early May, and that no outside consultant is involved.

Executives at the Madison, N.J., client were not immediately available for comment.

Products under the Centrum brand include Centrum Silver multivitamins for consumers over age 50, Centrum Performance “energy supplements” and children’s vitamins.