Wyeth Consumer Healthcare hands TBWA Centrum creative account in China

The appointment follows a competitive pitch that began in September, also involving DMG, a local boutique agency and Leo Burnett, which has had a relationship with Wyeth and its Centrum line.

According to TBWA, the agency will be responsible for Centrum’s advertising and channel communication support beginning January 2010.

Centrum, which sells in more than 80 countries, first entered the Chinese market in 1997 and has a presence in 29 cities in the country.

The win comes during an active year for the Centrum brand. In January, Wyeth appointed MediaCom as Centrum’s media agency in China, and in March, Whybin TBWA Tequila was appointed to manage Centrum’s creative account in Australia, which includes the Select 50+ and Kids lines.