Pfizer has awarded the direct and relationship marketing business for its Zyrtec brand to Wunderman, a New York-based agency. The account had most recently been with Deutsch Inc. Zyrtec is an allergy medicine.
Wunderman had already been agency of record for Pfizer for Living, a multi-brand relationship marketing program. Pfizer for Living provides consumers with information through its “Starting Now” publication and Web site advertising.
The agency, which has been working with Pfizer for a little more than a year, did not disclose the annual billings for Pfizer for Living.
The new business will primarily focus on consumer-based advertising, as opposed to appealing to physicians.
Zyrtec’s total value to Deutsch was $74 million in 2002, according to published reports. The agency did not break out direct and branding expenditures.
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