Brand MarketingEli Lilly Media in ReviewBy David Kaplan|October 18, 2001ShareBy David Kaplan|October 18, 2001ShareNEW YORK–Eli Lilly & Co. sent out RFPs this week to several undisclosed media shops as it begins a review of its media buying and planning.So far this year, the Indianapolis-based maker of Prozac has spent $82 million on media, according to CMR. In 2000, the pharmaceutical giant spent $67 million. Historically, the company’s ad spending has emphasized direct response.Essentially, the information Lilly is requesting pertains to the agencies’ credentials, sources said, with questions about billing amounts and client lists. DraftWorldwide, New York, is the incumbent media shop. According to the RFP, presentations are scheduled for November with a decision to follow by December. Adweek Adweek