Wunderman Adds Zyrtec Direct Work

NEW YORK Wunderman has won direct- and relationship-marketing chores for the Pfizer allergy medication Zyrtec.

The WPP Group shop landed the business following a review that also included Havas’ Arnold, Publicis Groupe’s Arc Marketing and Omnicom Group’s Merkley Newman Harty & Partners, according to Michal Fishman, public relations director of U.S. pharmaceuticals at the client.

“[Wunderman’s] creative energy really helped us realize they were the right partners to provide consumers with the motivation to be proactive in their healthcare,” Fishman said.

Interpublic Group’s Deutsch previously handled direct marketing, along with ad chores, for various Pfizer brands, including Zyrtec. That relationship ended last month, when Pfizer selected WPP’s Berlin Cameron/Red Cell in New York for Zyrtec’s ad account.

Wunderman will provide creative strategy across several channels, database and analytics consultation, and promotions for the drug. “They’ll use our full portfolio of services,” said shop president and managing director Barry Kessel, adding the marketing channels are still being worked out. The business will be handled from Wunderman’s New York office.

Spending was not disclosed.

Wunderman also handles Pfizer for Living, a Web-based relationship-marketing program that promotes healthy lifestyles.