NEW YORK Pfizer is soliciting ideas from agencies on below-the-line projects such as guerrilla and viral marketing for its Viagra and Detrol brands, the client has confirmed.
New York's Bartle Bogle Hegarty, which is partly owned by Publicis Groupe, handles below-the-line efforts for the client's Relpax (migraine) and Zyrtec (allergy) medications and is among the shops contacted about Viagra (male sexual dysfunction) and Detrol (bladder control), as are New York independents DiMassimo Brand Advertising and Fusion 5, sources said.
Agency executives either could not be reached or referred calls to the New York-based client. A Pfizer representative declined to comment on agencies involved in the process.
Omnicom Group's Cline Davis & Mann handles advertising for Viagra; Publicis Groupe's Saatchi & Saatchi crafts ads for Detrol. Those assignments are unaffected by the below-the-line search, the client rep said. Pfizer spent approximately $90 million and $40 million respectively, last year on U.S. ads for Viagra and Detrol, per TNS Media Intelligence/CMR.