Pfizer Assigns Relpax Creative to Arnold

NEW YORK Pfizer has selected Havas’ Arnold to handle creative for the launch of its migraine drug Relpax this year, the client said.

“Based on the change in thinking and strategy, we decided that Arnold was the best agency for this account,” said Pfizer representative Michal Fishman.

The win comes after a review in which the New York client began soliciting ideas in October from Arnold, WPP Group’s Berlin Cameron/Red Cell and the incumbent, Publicis Groupe’s Publicis, all New York [Adweek, Nov. 3].

Berlin Cameron joined Pfizer’s roster in August, winning the Zyrtec allergy medicine after a review. Arnold had participated in several Pfizer reviews and this win puts them on the roster.

Relpax moved to Publicis when sister agency D’Arcy Masius Benton & Bowles was dissolved in January 2003.

Executives at the agencies were unavailable for comment.

D’Arcy won Relpax in 1999 after a review. The media spend at the time was pegged at $40 million, sources said. But Relpax did not receive Food and Drug Administration approval until December 2002.

Sales of its main competitor, Imitrex, were $1.5 billion in 2002; GlaxoSmithKline spent $75 million on the drug last year, per Nielsen-Monitor Plus. Grey Worldwide’s Healthy Grey unit handles Imitrex.