Two Media Plums Up for Plucking

19 October 2001

Two major media accounts have been put up for review, respectively by American Home Products and Eli Lilly & Company.

AHP’s consumer products division Whitehall-Robbins is exploring the consolidation of its estimated $235 million medial planning/buying business – currently spread among a number of agencies – with a single shop. Sibling division Wyeth may also figure in the consolidation. Among the premium brands marketed by the two divisions are W-R’s Advil and Centrum, and Wyeth’s Premarin and Enbrel. Although discussions with agencies are formally denied by AHP, an insider insists they are already under way.

The second plum is the currently shared media business of fellow pharma giant Eli Lilly, estimated at $67m-plus. This too is destined for consolidation, according to insiders, and presages the launch of potential blockbuster brand Cialis – an erectile dysfunction drug whose side-effects could induce limpness in Pfizer’s Viagra. Other Lilly brands include Prozac and osteoperosis drug Evista.

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