OMD Awarded Eli Lilly $80 million Media Account

NEW YORK– Eli Lilly & Co. has chosen Omnicom Group’s OMD for its media buying aassignment that sources said could amount to over $80 million and is working on finalizing the negotiations, sources said.

Media planning will remain with the various creative agencies, including Publicis and some smaller shops, that work for Lilly, a representative for the drug maker said.

The Indianapolis-based maker of Prozac spent over $82 million on media in 2001, according to CMR. In 2000, the pharmaceutical giant spent $67 million. Historically, the company’s ad spending has emphasized direct response. Interpublic Group’s Draft Worldwide, New York, had handled media for the company and was not chosen to participate in the review.

OMD beat out WPP Group’s The Media Edge, now known as Mediaedge: CIA and Bcom3’s Starcom.

Eli Lilly is preparing to launch several new drugs by the end of this year, including Cialis, a male impotence medicine, and had wanted to partner with a large agency with national buying ability, a source said. The company launched the media buying review in October.