Pfizer shifts Viagra consumer to McGarryBowen

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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.


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