Pfizer has selected Publicis Group’s Kaplan Thaler to handle advertising duties for Lipitor (atorvastatin calcium), the world’s top-selling prescription medication.
Estimated billings are $60 million to $80 million. “We are looking to evolve our advertising in line with our commitment to DTC, and that is to motivate people to overcome barriers to health and support the dialogue with the physician,” Pfizer spokesperson Alison Lehanski told MM&M. Other finalists in the pitch included WPP Group’s JWT and independent shop Mcgarry Bowen. Kaplan Thaler also handles ad duties for Pfizer’s Celebrex (celecoxib). Lipitor has remained the top-selling prescription brand for the past five years, with 2005 global sales at an estimated $12 billion.