Pfizer Prescribes Carat for Media Therapy

14 February 2001

Carat New York, a media buying unit of the London-headquartered Aegis Group, has been awarded the $700 million (£482m) consolidated media planning and buying account of pharmaceuticals mammoth Pfizer.

The win also includes the account of Pfizer’s former rival Warner Lambert, which it acquired last year. The review, which was instigated last July under the baton of Manhattan-based consultancy Alvin Achenbaum, culminated in a two-way shoot-out between Carat and Warner Lambert's media incumbent, WPP’s MindShare. Bates Worldwide, which also handled media for several WL brands failed to make it to the final.

The Pfizer brand portfolio includes some of the planet’s most lucrative drugs, uppermost among which is Viagra. The client also markets Listerine, Benadryl, Neosporin and Sudafed.

News Source: CampaignLive (UK)