Keeping alive its shock of recognition theory Pfizer’s Lipitor is coming back again this season with a heavyweight multimedia advertising campaign. New York based Publicis Group’s Kaplan Thaler has bagged the account which is worth $60-80 million.
Along with Publicis JWT and independent mcgarrybowen were also in the race. Kaplan Thaler which is already working on Pfizer’s Celebrex account ultimately got away with the account.
The Lipitor selection came after a seven-month review in which the incumbent, Omnicom Group’s Merkley + Partners, defended, but was cut in September. Merkley had handled the business since late 2000.
But there are lots of believers who feel that advertising and promotional campaigns undertaken by Pfizer (it is believed that Lipitor has spent more than $12 billion in all ATL and BTL promotions) to convince doctors and general masses are misleading.
