Pfizer Solicits Ideas on Viagra

NEW YORK Pfizer has confirmed that it is soliciting creative ideas on its estimated $100 million-plus Viagra account, currently handled by Omnicom Group’s Cline, Davis & Mann.

A representative for the New York-based client said, “We have asked for additional creative ideas from other agencies. This is not done in response to [what our competition is doing]. We have our yearly plans. Our competitors have a different goal. They have to establish their relevance in the market. We have a brand that people know and trust.”

Cline Davis & Mann in New York is participating, the rep said. However, she would not identify the agencies contacted or the timing for presentations.

The client has only approached roster shops and is also talking to Interpublic Group’s McCann-Erickson, WPP Group’s Berlin Cameron/Red Cell and Omnicom Group’s Merkley + Partners, all in New York, sources said.

Executives at those agencies either declined comment or could not be reached.

Pfizer spent about $110 million in media on Viagra in 2003, per Nielsen Monitor-Plus.