Pfizer Adds Celebrex to Review

NEW YORK Pfizer is conducting a review for its Celebrex arthritis brand, now at J. Walter Thompson in New York, in addition to the three brands that are leaving Deutsch, sources said.

WPP Group’s JWT won Celebrex in July 2001, when the client shifted the $70 million account from Leo Burnett in Chicago. The shift came after a review for another arthritis drug, Bextra, in which JWT was a finalist. Interpublic Group’s Deutsch in New York won duties for that drug.

JWT is expected to participate in the Celebrex review. The agency referred calls the client, which could not immediately be reached.

The brands exiting Deutsch are allergy medication Zyrtec, which received nearly $75 million in measured media support in the first 11 months of 2002; anti-depressant Zoloft, which was backed by $50 million for the same period; and Bextra, a new drug which got less than $1 million in support, according to CMR.