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NEW YORK–Eli Lilly & Co. sent out RFPs this week to several undisclosed media shops as it begins a review of its media buying and planning.
So far this year, the Indianapolis-based maker of Prozac has spent $82 million on media, according to CMR. In 2000, the pharmaceutical giant spent $67 million. Historically, the company’s ad spending has emphasized direct response.
Essentially, the information Lilly is requesting pertains to the agencies’ credentials, sources said, with questions about billing amounts and client lists.
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