Pfizer shifts Viagra consumer to McGarryBowen

Share this article:

Pfizer has given McCann HumanCare the heave-ho on its Viagra consumer account, awarding the business to Dentsu's McGarryBowen following a review.

A Pfizer spokesperson said a review continues and confirmed that McGarryBowen had been selected to handle DTC, but declined to specify what other elements of the brand's business are up for grabs.

The move, first reported by Advertising Age, follows Pfizer's shift of consumer advertising for Chantix from McCann HumanCare to McGarryBowen in January. The Interpublic Group agency still has some Pfizer consumer business, including assignments for Toviaz, Detrol and, through Pfizer's joint venture with Eisai, Aricept.

In addition, McCann's roster includes Wyeth Consumer Healthcare's Caltrate and Centrum. Pfizer and Wyeth announced plans to merge in January.

McCann HumanCare has handled the Viagra consumer business since 2004. The shop's last TV spot for the brand, dubbed "Reflection," broke Monday.


Share this article:
You must be a registered member of MMM to post a comment.

Email Newsletters

MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Channel

Five things for pharma marketers to know: Monday, September 15

Five things for pharma marketers to know: ...

Pharma has sought 76 meetings with FDA over biosimilars; Gilead licenses Sovaldi to India generic drugmakers; Pfizer and Ranbaxy Lipitor lawsuit dismissed.

Liraglutide, aiming for new indication, gets new name

Liraglutide, aiming for new indication, gets new name

Why Novo Nordisk is choosing not to leverage Victoza's brand equity as it seeks a weight-loss indication for liraglutide.

Five things for pharma marketers to know: Friday, September 12

Five things for pharma marketers to know: Friday, ...

An FDA panel voted in favor of liraglutide for weight loss; Allergan investors backing an attempted takeover of the firm crossed a critical threshold; and 100 million health wearables are ...