TAP Pharmaceutical Dangles $100 Mil. Prevacid Prize

The countdown to Brandweek is on! Join us, Sept. 12-16, to identify new growth opportunities, solve challenges and connect with power players. View the lineup and secure your pass.

TAP Pharmaceutical Products will more than triple spending on its Prevacid heartburn drug to $100 million to better compete with top rival Nexium, and has asked four holding companies to recommend which agencies should pitch the business.

Receiving RFPs were Grey Worldwide, IPG, Omnicom and WPP. Each was asked to recommend one or two teams of its agencies that are best suited to pursue the account.

TAP said contacting the holding companies would be a more efficient way to reach a broader range of shops.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in