Viagra Enlists Digitas

BOSTON Pfizer has tapped Digitas to handle relationship marketing duties for Viagra, the client said on Friday.

The New York office of independent Digitas prevailed in a review over Havas’ Euro RSCG 4D in Wilton, Conn. and WPP Group’s OgilvyOne in New York, a client representative said. There was no incumbent on the business. The budget was not disclosed.

The pharmaceutical giant is also currently reviewing its $110 million Viagra advertising account. Competing are Interpublic Group’s McCann Erickson, Omnicom Group’s Merkley and Partners Healthworks, WPP Group agencies Berlin Cameron/Red Cell and Ogilvy & Mather; and incumbent Cline Davis & Mann, a unit of Omnicom.