Wyeth Moves Centrum, Dimetapp

NEW YORK Publicis Groupe’s The Kaplan Thaler Group has won the advertising account of Wyeth Laboratories’ Centrum line of nutritional products, the client has confirmed. Estimated billings are $45 million.

Wyeth also shifted its $8 million Dimetapp brand from Interpublic Group’s McCann Erickson to WPP Group’s Grey, which removes McCann from the client’s roster, sources said. Grey now handles nine Wyeth brands.

“This will be a dynamic partnership that will produce breakthrough creative concepts worthy of these leading-edge products,” said Linda Kaplan Thaler, agency CEO, of the Centrum win.

McCann and Grey also competed for Centrum. All of the contenders pitched from their New York offices. Final presentations concluded earlier this week.

Last month, IPG’s Draft FCB Group in Chicago; the incumbent, independent Carrafiello Diehl & Associates in Irvington, N.Y.; and an undisclosed shop were cut from contention, sources said.

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

The company handled the review in-house, without guidance from outside consultants.

This story updates an item posted earlier today with news of the Dimetapp shift.