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Pfizer’s decision last week to award $5-10 million in global public relations chores for three drugs to a team of WPP Group shops is the latest example of how PR reviews, paralleling other disciplines, are becoming holding-company affairs.
Teams from Interpublic Group, WPP Group and Omnicom Group —not individual agencies—battled for the assignment, which includes cholesterol drug Lipitor, hypertension drug Norvasc, and Caduet, a combination of Lipitor and Norvasc awaiting FDA approval.
“Before, we treated [the drugs] as separate brands,” said Michal Fishman, Pfizer director of U.S.
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