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Parke-Davis Holds 2 Consumer Reviews; $50 Mil. In Play

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Parke-Davis, the pharmaceutical division of Warner-Lambert, is reviewing two consumer ad accounts. A $35 million assignment for anti-cholesterol brand Lipitor and the $15 million business of diabetes drug Rezulin are in play, sources said.
Both reviews are being overseen by Bob Ehrlich, senior director of direct-to-consumer communications in Morris Plains, N.J., sources said. Ehrlich is in talks with W-L roster shops J. Walter Thompson and Bates USA, both New York, as well as nonroster agencies, for Lipitor. The brand is being co-marketed with Pfizer. It is unclear whether Cline Davis Mann, which has the Rx account, will participate.
JWT and Bates are also the two finalists for Rezulin, sources said. Rezulin, launched in April, has no consumer shop. Client and agencies all declined comment. --Hank Kim