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.

Get ready for #Portada16 on Sept. 14 and 15 in New York City! The Hispanic Sports Marketing Forum on September 14, and the 10th Annual Hispanic Advertising and Media Conference on September 15 will provide you with the best content and unparalleled networking opportunities to succeed in Multicultural America.

 


Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

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