Pfizer Shifts $60 Mil. to Bates

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Pfizer has shifted creative duties on four brands—Rolaids, Zantac, Bonine and Desitin—to Bates Worldwide, sources said.

Total spending on the brands last year was $60 million, and about $25 million in the first half of this year, per Competitive Media Reporting. The shift to Bates in New York occurred without a review, sources said.

The antacid Rolaids and heartburn drug Zantac were previously at J. Walter Thompson in New York. Desitin, which treats diaper rash, and Bonine, a motion-sickness drug, were handled by Bozell until 1999, when it resigned the accounts after sister shop Avrett Free Ginsberg won ad duties for Dramamine, a Bonine rival, sources said.



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