$60-80 Mil. Lipitor to Kaplan Thaler

NEW YORK Publicis Groupe’s The Kaplan Thaler Group has landed creative duties on Pfizer’s Lipitor, according to company representative Alison Lehanski.

Estimated billings are $60-80 million.

The other finalists were WPP Group’s JWT and independent mcgarrybowen. Those shops, along with Kaplan Thaler, pitched from their offices in New York.

Kaplan Thaler is already a client roster shop, handling Pfizer’s Celebrex brand.

The Lipitor selection came after a seven-month review in which the incumbent, Omnicom Group’s Merkley + Partners, defended, but was cut in September. Merkley had handled the business since late 2000.

Media duties remain at Aegis Group’s Carat in New York, which handles media for all Pfizer brands.