CARAT GETS PHARMACIA MEDIA ACCOUNT

Billings Estimated at $147 Million

By Published on .

NEW YORK (AdAge.com) -- Aegis Group's Carat North America was handed media buying and planning duties for all Pharmacia products, the company said today.

The move follows the finalization of Pfizer's $57 billion acquisition of Pharmacia; the merged companies began operating as Pfizer Inc. April 16. Pharmacia spent $147 million in measured media last year, according to TNS Media Intelligence/CMR.

Carat already is the media agency of

Related Stories:
PFIZER INVITES FIVE NON-ROSTER SHOPS FOR REVIEW
Agencies to Pitch This Week for Top Drug Accounts
AD AGENCIES RUSH TO OPEN HEALTH-CARE UNITS
DTC Spending Is Flat, but Still Worth $2 Billion
AGENCIES KEEP EYE ON PFIZER-PHARMACIA ACQUISITION
Both Marketers Were Big Spenders in Drug Advertising
record for Pfizer. It won the Pharmacia business without a review.

Incumbent MediaCom
The incumbent shop was Grey Global Group's MediaCom.

"We are thrilled," said Charlie Rutman, president of Carat North America. "Nothing makes us happier than an endorsement from a current client."

Jon Mandel, co-CEO at MediaCom, confirmed the move and said that it was not unexpected. "Pharmacia doesn't really exist anymore," Mr. Mandel said. "It's now Pfizer."

Celebrex
Pharmacia's top-selling drug is anti-arthritis drug Celebrex, which it co-marketed with Pfizer, spending $72 million in measured media on the brand. MediaCom worked on the media planning for Celebrex while Carat performed the buying.

Dorothy Wetzel, Pfizer's vice president for U.S. consumer pharmaceuticals marketing, indicated Pfizer moved Celebrex planning to Carat late last year. Ms. Wetzel also said Pfizer will increase its marketing spending this year on Bextra, the successor drug to Celebrex that was launched last year with a modest campaign that spent less than $1 million.

Other drug brands
The largest direct-to-consumer drug that Pfizer gets from the deal and is part of the shift to Carat is Detrol, for overactive bladders, with spending of about $33 million a year. On the over-the-counter, or consumer health division, side, Pharmacia products that Pfizer acquired include Pediacare (children's cold medicine), Rogaine, Rogaine for Women, Dramamine, Nicorette and Nicotrol.

Most Popular