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NEW YORK Pfizer has contacted agencies beyond incumbent Merkley + Partners for creative ideas on its best-selling Lipitor anti-cholesterol drug, the client has confirmed.
Major media spending on Lipitor has increased in each of the past four years, from about $50 million in 2001 to nearly $120 million last year, according to Nielsen Monitor-Plus. In the first four months of 2005, spending totaled about $35 million.
Estimated billings on Merkley’s portion of the business are $60-80 million.
Merkley’s
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