Merck Gives FCB a Shot

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FCB Healthcare has won direct-to-consumer duties on Varivax, a chicken pox vaccine from Merck & Co. Fellow roster shop Young & Rubicam was also considered for the business.
The unit of Foote, Cone & Belding Worldwide handles DTC chores on several Merck drugs, including Fosamax, Zocor, Mevacor, Singulair and Proscar.
A client representative would not confirm spending, however, sources estimated a $5 million budget. FCB Healthcare here referred calls to the client.
Varivax, introduced in 1995, is used primarily for infants 12-18 months old, although it can be given to children as old as 13 who have not yet contracted the disease.
Merck plans to air new ads, including public service announcements, by midyear.



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