Boehringer's U.S. Biz to Mindshare | Adweek Boehringer's U.S. Biz to Mindshare | Adweek
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Boehringer's U.S. Biz to Mindshare

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Boehringer Ingelheim has awarded WPP's Mindshare U.S. media duties for its prescription pharmaceuticals business, according to sources.

The client markets brands such as Flomax and Spiriva. The switch will take effect next year.

Boehringer spent about $225 million in measured media for its prescription drugs in 2008, and $155 million for the first 10 months of 2009, per Nielsen.

The incumbent on the business is Havas' MPG. Sources said the shift is being made without a review.

Last month, the client awarded Mindshare non-U.S. media chores on the account, with estimated spending of $70-80 million.

The new account helps to offset the departure of Bristol-Myers Squibb from Mindshare's roster earlier this year. BMS, which switched to MediaVest, spent $420 million on ads last year and $320 million through September, according to Nielsen.

The win also represents the largest single piece of about $500 million in new business that Mindshare has won since the agency elevated Phil Cowdell (pictured above) to CEO last May. Other recent wins include Farmers Insurance ($100 million), Sun Products ($60 million) and Skyy Spirits ($10 million).

Mindshare and MPG declined to comment, referring questions to the client. A client rep could not immediately confirm the switch.

Boehringer is based in Germany, and its U.S. pharma subsidiary is located in Ridgefield, Conn.

See also: "Mindshare N.A. Gains Momentum"