Pfizer Identifies Finalists

LOS ANGELES Pfizer on Friday identified seven finalists participating in reviews for creative chores on three of its drug brands previously handled by Interpublic Group’s Deutsch.

Vying for pain-reliever Bextra are Arnold, Berlin Cameron/Red Cell, McCann-Erickson, Publicis and TBWA\Chiat\Day.

Contending for the Zoloft anti-depressant brand are Arnold, Kaplan Thaler Group, Merkley Newman Harty & Partners’ MNH Healthworks and Publicis.

The contenders for allergy medicine Zyrtec are Berlin Cameron, Kaplan Thaler, MNH Healthworks and TBWA\C\D.

Client representative Susan Yarin confirmed the finalists and said the brands are worth $120 million combined. She provided no further information. All shops are believed to be pitching out of their New York offices.

IPG’s McCann, Omnicom agencies MNH Healthworks and TBWA\C\D and Publicis Groupe’s Publicis are already Pfizer roster shops.

Havas’ Arnold, WPP Group’s Berlin Cameron and Publicis Groupe’s Kaplan Thaler are looking to join the roster.

Pfizer and Deutsch, New York, parted ways in February when the agency balked at disclosing what it considered proprietary compensation information.

Media chores for Pfizer are handled by Aegis Group’s Carat, New York.