BMS, Sanofi Stage $40 Mil. Roster Fight For Plavix DTC

Four agencies have emerged as finalists in a review for the estimated $40 million direct-to-consumer ad launch of Plavix, a prescription heart attack and stroke preventative, co-marketed by Bristol-Myers Squibb and Sanofi, sources said.
The clients confirmed the review but declined further comment. Sources said New York shops Robert A. Becker, Bozell Worldwide and Lieber, Levett, Koenig, Farese, Babcock, along with Quantum Consumer, a Parsippany, N.J.-based division of healthcare agency Thomas G. Ferguson & Associates, are the contenders.
Becker handles the professional account for Plavix; the other three agencies are on the BMS roster.
Creative presentations were heard by the New York clients recently; a decision is expected by Friday. All agencies declined comment. –Hank Kim