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NEW YORK-Pfizer has selected Merkley Newman Harty to handle creative duties on Lipitor, an anti-cholesteral drug previously handled by Bates Worldwide, sources said. Billings are estimated at $70 million.
In its third Pfizer pitch in 17 months, Merkley, here, beat Pfizer roster shops Cline, Davis & Mann and Gotham, as well as Kirshenbaum Bond & Partners and Messner Vetere Berger McNamee Schmetterer/Euro RSCG, all in New York.
Merkley took an integrated approach, offering everything from traditional advertising to direct and interactive marketing, according to sources.
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