Under the Radar Wins Excedrin

NEW YORK Bristol-Myers Squibb has awarded its Excedrin creative account to Under the Radar, a client representative confirmed.

The small Dobbs Ferry, N.Y., shop beat out Omnicom’s Brand Architecture International in New York and DDB in Chicago and Cordiant Communications Group’s Bates and Interpublic Group’s Gotham, both New York, for the business.

The pharmaceutical and health-care products marketer launched the review last December. Incumbent IPG’s Bozell resigned the business in November after declining to pitch a new Excedrin-branded product.

Under the Radar will launch that product, Excedrin’s Tension Headache, in late spring via TV advertising, the client representative said. Already, Under the Radar has developed spots for Excedrin QuickTabs and Extra Strength, the representative said.

New York-based Bristol-Myers put $35 million in measured media behind the brand last year, per CMR.

Media, handled by MindShare in New York, is unaffected.