Grey Regains Advil, ThermaCare

Pfizer brands shift from mcgarrybowen

Grey N.Y. has regained the U.S. creative lead on Pfizer’s Advil and ThermaCare brands, taking over from mcgarrybowen which was given the bulk of that business in September 2010.

Last fall, in an efficiency move, the pharmaceutical giant said it will consolidate its marketing within the industry’s three largest holding companies: Grey parent WPP Group, Omnicom and Publicis Groupe. Mcgarrybowen is owned by Dentsu.

Grey declined comment, referring calls to Pfizer.  A company representative confirmed the shift from mcgarrybowen to Grey.

When Advil was moved to mcgarrybowen, Grey retained the brand’s cold and sinus brand. Grey also works on Pfizer products like Robitussin, Dimetapp, Preparation H and EmergenC.

In the first nine months of 2012, Advil spent about $64 million in marketing support of Advil products and $6.7 million for ThermaCare, according to Nielsen. Those amounts do not include digital marketing or business-to-business advertising.