NEW YORK Independent shop DiMassimo Brand Advertising has won viral and guerilla marketing duties for Pfizer's incontinence drug Detrol, the client has confirmed, without further comment.
The shop bested Publicis Groupe's Bartle Bogle Hegarty and independent Fusion5 for the assignment, sources said. The three shops remain in contention for similar chores on the New York-based client's Viagra.
Viagra competes in the marketplace against Levitra, a joint venture between GlaxoSmithKline and Bristol Myers-Squibb. The goal of "buzz" or guerilla marketing is to get consumers to talk about a product or service. The Pfizer rep declined comment on the timing of a decision on Viagra.
Billings for both assignments are undetermined, sources said. Calls to the agencies were not returned.