D'Arcy Chosen For $60 Mil. Drug Account | Adweek D'Arcy Chosen For $60 Mil. Drug Account | Adweek
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D'Arcy Chosen For $60 Mil. Drug Account

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D'Arcy Masius Benton & Bowles has won the estimated $60 million-plus creative account for the over-the-counter version of Pravachol, which as yet has no launch date, sources said.

The cholesterol-reducing drug from Bristol-Myers Squibb will continue to be available in prescrip-tion form even after the OTC version is introduced, sources said. The OTC Pravachol is awaiting the FDA's ap-proval.

It is be-lieved Bo-zell Worldwide in New York will continue to handle the Rx Pravachol and was one of the contenders in the four-month review. Others were DDB Corbett in Chicago, Robert A. Becker/Euro RSCG in New York and Quantum Group in Parsippany, N.J.

Media buying and planning are handled in-house and were not part of the review, a source said.

Neither D'Arcy in New York nor Bozell officials could be reached for comment. Officials at Bristol-Myers Squibb in Princeton, N.J., could not be reached either.

Bozell's most recent TV work on Pravachol is a 60-second spot that shows a man and a boy fishing. The voiceover says, "Who says you can't share secrets with your grandson for years and years?" The ad cuts to an older woman and a girl shown on the beach as the voiceover asks, "Who says you can't watch the waves break for many summers to come?"

The ad goes on to tout Pravachol as a drug for those at risk for heart attacks and those who have high cholesterol or heart disease.

Owned by Bcom3, D'Arcy has experience in at least one OTC launch: Alleve in the U.S. in 1994, when it was owned by Procter & Gamble.

Pravachol spent about $20 million in media from January through July of this year, per Competitive Media Reporting.