Pfizer calls US$77m media pitch in China

Four media agencies are believed to have been invited to join the pitch, including Carat, Maxus, PHD and ZenithOptimedia. Pitch briefs have already been sent out by the client. 

Carat is the incumbent on the PN business with ZenithOptimedia currently handling PCH Caltrate and Robitussin's media planning. MediaCom is the incumbent media planning agency for PCH's Centrum brand but not joining the pitch.

Carat and ZenithOptimedia currently split the clients' media buying accounts across various cities in China, taking roughly 50 per cent each.

Pfizer China's media business is believed to worth US$77 million (500 million yuan). Pfizer Nutrition's two infant milk formulas Wyeth Gold and Illuma are worth around US$46 million (300 million yuan) combined, with Pfizer Consumer Healthcare's three brands Centrum, Caltrate and cough syrup brand Robitussin worth about US$31 million (200 million yuan).

The client is hoping to consolidate all the accounts under one agency, though it reserves the possibility of using more than one agency.

Pfizer, the world’s largest drug maker, agreed to acquire rival Wyeth for US$68 billion in January 2009.