EpiPen is an automatic injector that allows people to self-administer epinephrine in case of severe allergic reactions to food, bee stings or latex, for instance.
BBDO referred calls to the client; Dey declined to comment. The other agencies could not immediately be reached for comment.
BBDO beat out incumbent Gillespie Advertising, Princeton, N.J.; Interpublic Group of Cos.' McCann-Erickson Worldwide, New York; and independent Wishbone, New York.
Dey is an affiliate of EMD Pharmaceuticals in Durham, N.C., a division of pharmaceutical giant Merck.