Four Finalists Vie for $100 Mil. Aventis Drug

NEW YORK Four finalists will make presentations on Monday and Tuesday in a review for Lantus, a diabetes drug from Aventis Pharmaceuticals, sources said.

Billings on the global account, which includes both creative and media duties, have not been determined. Sources, however, pegged them at $100 million.
The presentations will take place at the client’s U.S. headquarters in Bridgewater, N.J. The finalists include Interpublic Group’s McCann-Erickson, Omnicom Group’s TBWA Worldwide and the WPP Group team of Young & Rubicam, Burson-Marsteller and Mediaedge:cia, said sources. The fourth contender could not be ascertained.

Each agency’s effort is being led by its New York office, said sources. The shops declined comment.

The review began about two weeks ago, with the circulation of a request for proposals. Aventis, which did not immediately return calls, is said to be looking for ads that target both consumers and doctors.
–Andrew McMains and Kathleen Sampey