Pharmacia-Pfizer Drug Acct. Goes to Deutsch

NEW YORK — Deutsch has won creative advertising duties for Valdecoxib, a prescription, anti-inflammatory drug for arthritis sufferers being co-marketed by Pharmacia and Pfizer. The New York shop bested J. Walter Thompson here after a review for the estimated $75-80 million account.

“We’re looking forward to our relationship with Deutsch to develop a strategy and advertising campaign for bringing Valdecoxib to market,” said Craig Buchholz, a representative for the Peapack, N.J.-based Pharmacia.

The handling of media planning and buying duties has not
yet been determined.

Valdecoxib is the generic name for the drug that is awaiting approval from the Food and Drug Administration. It launches in pill form in the U.S. in the first half of 2002, Buchholz said, which is when a direct-to-consumer campaign would also be expected.

Deutsch executives could not immediately be reached for comment.