Bravo Adds Pfizer Hispanic

NEW YORK The Bravo Group has been selected by Pfizer Consumer Healthcare as its advertising agency for the Hispanic market, the agency said today.

Bravo will develop a multi-brand marketing program for the consumer healthcare division, which includes brands such as Listerine, Lubriderm, Benadryl, Purel, Neosporin and Visine. The effort is expected to launch in the third quarter, said Jaime Aranda, director of ethnic business development for The Bravo Group, though he declined to disclose which brands would be part of it.

The choice of Bravo was the result of an account review that started in May and included four agencies. Aranda said the hiring of Bravo, a decision made “a couple of weeks ago,” represents the first time the Pfizer Consumer Healthcare division has had a lead agency for the Hispanic market. Previously, he said, the unit employed agencies on a project basis or used general-market adaptations. Presently, Pfizer’s Early Pregnancy Test has a Hispanic campaign developed by MendozaDillon (now New York-based MosaicaMD) running on Spanish-language TV.

There was no search consultant involved in the review. In the final stages, New York-based Bravo did present a creative recommendation for one of the Pfizer brands.

Billings are undisclosed. Pfizer spent more than $10 million in Spanish-language media in 2005, according to TNS Media Intelligence.