Aventis Cuts to 3 in $100 Mil. Lantus Review

NEW YORK Aventis Pharmaceuticals cut to three shops on Friday in a global review for its Lantus diabetes drug, sources said. Billings are estimated at $100 million.

The cut came after presentations this week by five agencies: Interpublic Group’s McCann-Erickson, Omnicom Group’s TBWA Worldwide, Havas’ Euro RSCG, Grey Global Group’s Healthy Grey and WPP Group’s Young & Rubicam, said sources. Each agency partnered with sister shops that handle media buying and other specialty disciplines.

Sources said that Healthy Grey, Y&R and Euro RSCG advanced. The three shops could not be reached for comment.

The review began about three weeks ago, with the circulation of a request for proposals. Aventis, which declined comment, is said to be looking for ads that target both consumers and doctors.