Whitehall-Robins Healthcare Shifts Advertising Agencies for Pain-Reliever and Lip Care Brands

Strategic Insights -

The Whitehall-Robins Healthcare division of the American Home Products Corporation has appointed Grey Advertising in New York to handle the advertising for its Anacin pain-reliever and Chapstick lip care brands, with combined billings estimated at $15 million to $20 million. This move comes after a review process that involved several agencies, although the names of the other participants were not disclosed. Grey has taken over the accounts from McCann-Erickson New York and Avrett, Free & Ginsberg, which had handled the brands for the last three years.

Key Takeaways:

  • Grey Advertising has been appointed to handle the Anacin pain-reliever and Chapstick lip care brands for Whitehall-Robins Healthcare, with combined billings estimated at $15 million to $20 million.
  • The account switch comes after a review process that involved several agencies, including the incumbent agencies McCann-Erickson New York and Avrett, Free & Ginsberg.
  • McCann New York continues to handle other significant brands for Whitehall-Robins, including Dristan, Momentum vitamins, and Preparation H, with combined billings estimated to be higher than $20 million.
  • Avrett, Free continues to handle the Dimetapp cold and sinus brand and the Riopan antacid brand, with combined billings estimated at $40 million.
  • Young & Rubicam New York has secured additional assignments from Whitehall-Robins, although the billings for these assignments were not disclosed.
  • Wunderman Cato Johnson was awarded the direct marketing account for Whitehall-Robins, while Bravo Group was named to handle advertising aimed at Spanish-speaking consumers.

Statistics:

  • Combined billings for the Anacin and Chapstick brands: $15 million to $20 million.
  • Combined billings for McCann New York's_handle Dristan, Momentum vitamins, and Preparation H brands: higher than $20 million.
  • Combined billings for Avrett, Free's_dimetapp and Riopan brands: $40 million.
  • No billings disclosed for Young & Rubicam's_additional assignments.

Sources:

  • Adweek publication, which listed the contenders for the account, including the incumbent agencies and another American Home Products Corporation roster agency, Partners & Shevack in New York.
  • Spokeswoman for Whitehall-Robins in Madison, N.J.
  • Adweek publication, which reported on the awarding of the Anacin and Chapstick accounts to Grey Advertising.