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NEW YORK Sepracor has assigned creative duties on its $50 million Estorra account to McCann-Erickson after a six-week review, sources said.
Interpublic Group’s McCann here beat out Omnicom Group’s Merkley Newman Harty & Partners, also in New York, to pick up the insomnia drug. McCann unit Torre Lazur-McCann Healthcare in Parsippany, N.J., already handles professional advertising on the brand. McCann’s effort will be for the first direct-to-consumer campaign for Estorra.
IPG’s Initiative Media will handle media chores, sources said.
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