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TAP Pharmaceutical Products will more than triple spending on its Prevacid heartburn drug to $100 million to better compete with top rival Nexium, and has asked four holding companies to recommend which agencies should pitch the business.
Receiving RFPs were Grey Worldwide, IPG, Omnicom and WPP. Each was asked to recommend one or two teams of its agencies that are best suited to pursue the account.
TAP said contacting the holding companies would be a more efficient way to reach a broader range of shops.
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