Pfizer chooses new advertising agency for Viagra.
Pfizer announced on 29 June 2004 that they changed their advertising strategies and advertising firm. Since now US markets campaigns were managed by Cline Davis & Mann in New York. The new agency signed was McCann Erickson Worldwide. McCann Erickson already handles the advertising of Viagra in 30 countries in Asia, Europe and South America. McCann Erickson also handles Bextra, a Pfizer drug for arthritis, for almost a year.
The new Viagra assignment budget is estimated at over $100 million.
Formal agency, Cline David, will keep working on some campaigns aimed at health care professionals, as well as for interactive advertising.
Viagra was the only FDA approved prescription drug since 1998. The new changes in the erectile dysfunction market are created by the two new comers. Cialis and Levitra forced Pfizer to rethink its branding and advertising campaigns.
Cialis, the newest rival in the erectile dysfunction market, had since its debut only one consistent campaign. The Cialis branding campaign started last SuperBall when Lilly Icos presented a campaign featuring side-by-side bath tubs as a branding device. The cost per minute was $2,000,000. Cialis ads were created by Grey Worldwide New York agency part of the Grey Global Group.
The whole campaign is based on the improved results and 36 hours effect. The campaign seems to be effective, in short time Grey Worldwide managed to create a strong brand for Cialis.
"We are so focused on one path, and we think it's the right path," said Matt Beebe, the brand team leader responsible for Cialis in the United States for Lilly Icos in Indianapolis.
Posted by CBlog at 3:06 AM
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