BBDO, CDM Said to Win Big Bristol-Myers Squibb Brand

Abilify had been at Digitas Health

Omnicom agencies BBDO New York and The CDM Group have been given U.S. creative lead responsibilities for Bristol-Myers Squibb’s Abilify antidepressant drug, sources said.

The brand, which had been at Digitas Health, spent $133.7 million in U.S. measured media last year according to Nielsen. That amount does not include internet spending or business-to-business marketing.

The CDM Group, formerly known as Cline Davis & Mann, and BBDO either did not respond to inquiries or referred calls to BMS. The pharma marketer did not respond to Adweek outreach. A Digitas Health rep confirmed the agency was no longer handling the brand’s advertising.

The two Omnicom agencies reportedly beat several undisclosed BMS roster shops for the business. The new shops have been tasked with creating a marketing program, across multiple platforms, which targets patients and physicians. Last year they created a joint healthcare communications joint venture BBDO/CDM HealthWork.

In 2009, BMS extended its marketing partnership with the Japanese company, Otsuka Pharmaceutical Co., which created Abilify, through April 2015. The drug is one of BMS's biggest sellers, and marketing rights were due to expire later this year.