Novartis hears pitches to consolidate its agency roster

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Novartis has heard pitches for its consumer and professional advertising business with a view toward consolidating its agency roster into 2-4 integrated shops.
The company's global advertising head, Kurt Graves, told Advertising Age that Novartis was torn between seeking global bulk and creative brawn in both consumer and professional. "Nobody has both," Graves told Advertising Age, adding that he had ruled out consolidating Novartis' advertising business into one holding company, as Sanofi-Synthelabo did recently with Publicis Groupe.
Included in the pitch were Deutsch, which handles Lamisil and Zelnorm DTC, Merkley & Partners, which handles Elidel DTC, and Commonhealth Group's Noesis, which handles Elidel and Lotrel professional, as well as non-roster shops such as InChord's GSW Worldwide, DDB Worldwide, Saatchi & Saatchi. 
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