Sepracor shifts Lunesta DTC biz

Sepracor has shifted its Lunesta DTC advertising business from McCann Erickson to Kaplan Thaler Group.

Since 2006, ads featuring Lunesta's moth have ranked tops in viewer recall, according to IAG Research, and Sepracor leads the industry in DTC spending as a result of its hefty outlays on the brand's behalf. From January 2006 through September 2007, Lunesta DTC spend totaled nearly $453 million, according to TNS Media Intelligence. By contrast, Sanofi-Aventis spent a scant $265 million on consumer ads for its Ambien franchise, and Takeda spent a paltry $171 million promoting Rozerem to consumers.