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AstraZeneca Pharmaceuticals has awarded direct-to-consumer media planning and buying for its upcoming cholesterol-lowering drug Crestor to Zenith Optimedia Group’s Zenith Media, New York.
Expected to go to market in the first quarter of 2003, the Crestor launch could be backed by $75 million-plus in ad spending, sources said.
The bulk of AstraZeneca spending has been devoted to Nexium, the company’s highly successful successor to its heartburn fighter Prilosec; the Nexium spend is an estimated $50 million.
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