4 Shops Contend in $25 Mil. Drug Pitch

NEW YORK Four finalists are vying for the account of a new urinary incontinence drug from Eli Lilly & Co. and Boehringer Ingelheim, according to sources.

The estimated $25 million assignment is for ad duties outside the U.S.

Contending are WPP Group’s J. Walter Thompson in London, Omnicom Group’s BBDO in Dusseldorf, Germany, Interpublic Group’s Foote, Cone & Belding in New York and Havas’ Euro RSCG, London, sources said.

Final presentations are scheduled for mid-October at Boehringer Ingelheim’s headquarters in Ingelheim, Germany, said sources. The agencies either declined comment or could not be reached.

The drug will target women and hit the market next year. The review began in July, according to sources.