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Five shops are competing for creative duties on Pfizer’s Lipitor cholesterol drug, including Publicis’ The Kaplan Thaler Group, WPP’s JWT, independent mcgarrybowen and the incumbent, Omnicom’s Merkley + Partners, all in New York, sources said. The fifth could not be determined. Billings are estimated at $60-80 million. Final presentations are slated for early August. Pfizer launched the review last month, planning to change the brand’s strategic direction, sources said.
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