Lunesta Creative Travels to Lowe

NEW YORK Sepracor has shifted creative duties on its Lunesta brand to Lowe here, sources said.

Publicis Groupe’s The Kaplan Thaler Group in New York had handled the business since early 2008. Lowe, an Interpublic Group shop, declined to comment and the Marlborough, Mass.-based client and Kaplan Thaler could not immediately be reached.

Lunesta’s major media spending exceeded $100 million last year, but fell to less than $1 million in the first half of 2009, according to Nielsen. The 2007 ad-spend total was $255 million, per Nielsen. Those figures don’t include online spending.

Lowe becomes the brand’s third creative shop in as many years. Before Kaplan Thaler, IPG’s McCann HumanCare in New York handled the business.

IPG’s Initiative in New York handles media duties on the sleep aid drug, which competes with Sanofi-Aventis’ Ambien.

Sepracor is in the midst of being acquired by Japanese drug company Dainippon Sumitomo Pharma Co. Under a deal announced Sept. 3, Dainippon would pay $2.6 billion in cash for Sepracor, which would keep its name and become a wholly owned subsidiary of Dainippon Sumitomo Pharma America Holdings.