Mcgarrybowen Wins Creative for Insomnia Drug

NEW YORK Mcgarrybowen has landed creative duties on Indiplon, a new insomnia drug treatment that will be co-marketed by Pfizer and Neurocrine Biosciences, the agency said.

Billings have not been determined, but competitor Ambien spends approximately $60 million a year on ads.

Mcgarrybowen will develop a consumer marketing strategy and direct-to-consumer ads for the drug, said agency CEO John McGarry.

Doctor-directed ads will be handled by Omnicom Group’s Lyons Lavey Nickel Swift in New York, which was selected after a separate search.

Indiplon media chores are assigned to Aegis Group’s Carat in New York, which handles media for all Pfizer brands.

The New York independent shop, which also works for Verizon Communications and Marriott International, won the assignment after a review involving four other undisclosed shops, a client representative said.

Indiplon is in its last phase of clinical trials and still needs approval from the Food and Drug Administration. As such, it’s not expected to reach the marketplace until late 2004 or early 2005.