Carat wins Pfizer US$100 Million OTC Planning Duties

What: Pfizer has shifted its media planning to agency Carat, part of the Dentsu Aegis Network.
Why it matters: Brands such as Advil and Chapstick, housed within the consumer healthcare division, will shift from MDC’s Assembly to Carat.There will be a transition period before Assembly officially exits the business.

ceca9b6e9b2c3af656aad2448e034455_400x400Pfizer has awarded its media planning to agency Carat, part of the Dentsu Aegis Network.

Planning for the company’s brands such as Advil and Chapstick, housed within the consumer healthcare division, will shift from MDC’s Assembly to Carat, which already handles all of the client’s media buys and planning for its other units.

The shift was made in the midst of several executive changes at the client last year including the departure of Brian Groves in November. Albert Bourla, a new group president, was appointed to oversee the company’s healthcare, vaccines and oncology units. Sales at the consumer healthcare operation also decreased. In the fourth quarter, revenue at the unit was up just 1% and for the full year 2014 it was up 3%.

Pfizer spends between US$600 to US$700 million annually on ads, and about US$100 million earmarked for the Consumer Healthcare division.

There will be a transition period before Assembly officially exits the business.

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Editorial Staff

Portada Staff

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