Sources: Pfizer to Hire Euro RSCG

Pfizer is in advanced negotiations to hire Euro RSCG and its healthcare unit to handle creative duties on infant care products in about a dozen markets outside the U.S., sources said. The markets include Mexico, Venezuela, Saudi Arabia, the U.K.; and several countries in the Asia-Pacific region, including China, Hong Kong, Indonesia, Thailand and Malaysia, according to sources. Account revenue is estimated at $5-7 million.

Pfizer’s infant business consists primarily of baby formula and falls under a new nutrition division. The company expanded its portfolio in this space through its 2009 acquisition of Wyeth.

Euro RSCG, a unit of Havas, emerged as the top choice after a review that included Omnicom Group units DDB and TBWA and Interpublic Group’s McCann Erickson, said sources.

Sources cautioned that the leading agency had yet to finalize a contract. That said, client executives have told the other contenders that they did not come out on top. The agencies declined to comment and Pfizer could not immediately be reached.

Final presentations took place last month at a Pfizer office in Madison, N.J. Most of the agencies teamed with a healthcare subsidiary, with Euro RSCG, for example, pitching with Euro RSCG Life; and McCann, with McCann HumanCare.

The pan-regional assignment includes both consumer- and doctor-directed efforts and represents a bundling of work that’s divided among different agencies in different markets, including some of the contenders. All the finalists were Pfizer roster shops.