New Drug to Get $100 Mil. Push Bates: Any Acquisition Value Left?

Four agencies are contending in an estimated $100 million creative review for a new prescription drug from Novartis, sources said.

The drug, with the working names “Zelmac” and “Zelnorm,” is for the treatment of irritable bowel syndrome. Its generic name is “tegaserod.”

Sources said the four New York-based finalists are Interpublic Group’s McCann-Erickson and Deutsch; Cline, Davis & Mann, a healthcare agency owned by Omnicom; and WPP Group’s Ogilvy & Mather.

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