Pfizer Selects Shops for 3 Drugs

Pfizer last week selected winners in reviews for the creative accounts of three drugs formerly handled by IPG’s Deutsch. IPG’s McCann-Erickson beat out Havas’ Arnold, WPP’s Berlin Cameron/Red Cell, Publicis and Omnicom’s TBWA\Chiat\ Day for Bextra. For Zoloft, Publicis’ Kaplan Thaler Group overcame Arnold, Publicis and Omnicom’s Merkley Newman Harty & Partners. Berlin Cameron bested Kaplan Thaler, Merkley and TBWA\C\D for Zyrtec. Billings for each account are estimated at $50 million-plus. Separately, Pfizer named Arnold and Kaplan Thaler finalists for duties on the $80 million Celebrex account; WPP’s J. Walter Thompson is the incumbent.