Pfizer has moved its global creative duties from Interpublic Group’s FCB and IPG Health into Publicis, just 10 months after consolidating its business with the two holding companies, Campaign has learned.

IPG retains Pfizer’s PR account, won in June. Its PR firms include Weber Shandwick and Golin, working under the umbrella structure of Dxtra Health. It also retains health remits including medical affairs and activations.

Pfizer confirmed it will “fully integrate creative into the existing Publicis construct” which already spans data, media and production.

“As Pfizer evolves its marketing model, the company is deeply committed to the flexible, two-agency partnership that was put in place last year,” a Pfizer spokesperson said in a statement shared with Campaign US. “Publicis and IPG, each with their respective areas of responsibility, will continue to help drive cutting-edge and data-driven integrated marketing communications focused on the value [of] our science and our breakthroughs.”

The pharmaceuticals giant in May appointed IPG to handle its global creative and Publicis Groupe for its media planning and buying duties.

The account, valued at $1.41 billion, was the biggest account move of 2023 and spanned more than 30 markets, according to Campaign’s Advertising Intelligence.

Pfizer previously worked with several agencies globally, including Dentsu’s Carat and iProspect for media, and WPP’s bespoke unit Team Pfizer for creative.

The accounts were put up for review in February 2023 following Pfizer’s appointment of a new global CMO, Drew Panayiotou, in August 2022.

Publicis has already handled creative production for Pfizer, with Publicis Conseil and LeTruc/Publicis NY responsible for the brand’s Super Bowl commercial this year.

Pfizer spent $3.7 billion in advertising expenses in 2023, up from $2.8 billion in 2022, according to the company’s annual 10-K SEC report.

The move comes after Pfizer reported its lowest annual revenue since 2020, with revenue declining 41% to $58.5 billion in 2023, down from a record $100.3 billion in revenue the prior year.

This article originally appeared on Campaign US.