$300 Mil.+ Lunesta Biz to Kaplan Thaler

NEW YORK Publicis Groupe’s The Kaplan Thaler Group has landed creative duties on Sepracor’s Lunesta after a review involving a handful of contenders, sources said.

The incumbent, Interpublic Group’s McCann HumanCare, was among the finalists, said sources. The others could not immediately be determined.

Kaplan Thaler did not return calls and the Marlborough, Mass.-based client could not immediately be reached.

Major media spending on the brand totaled nearly $280 million in the first 11 months of 2007 and exceeded $330 million in 2006, according to Nielsen Monitor-Plus.

Current ads show a butterfly made of light flying around restfully sleeping people.

Media duties, at IPG’s Initiative here, were not in play. Sepracor used Clear Perspectives, a consultant based in Cincinnati, to manage the review, according to sources.

Lunesta’s competitors include Sanofi-Aventis’ Ambien.