Pfizer Shifts Lubriderm From JWT to BBDO

NEW YORK Pfizer is shifting its Lubriderm account from J. Walter Thompson in New York to BBDO, also in New York, sources said.

Billings were not immediately available but the brand and its extensions received $32 million in major media support in the first 10 months of 2002, according to CMR. In 2001, CMR reported $38 million in major media spending on Lubriderm.

Omnicom Group’s BBDO handles Rogaine and Nicotrol, two Pharmacia Corp. brands that will become part of Pfizer once the company’s $60 billion stock acquisition of Pharmacia is completed.

WPP Group’s JWT had handled Lubriderm for decades. The shop continues to handle about a dozen Pfizer brands, including Celebrex, Listerine, Trident, Schick, Halls and PocketPaks.
JWT referred calls to Pfizer, which could not immediately be reached. BBDO declined comment.