Cramer-Krasselt Grabs Media, Creative Duties on Zantac

Independent Shop Bests JWT, TBWA in Race for $32 Million Account

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CHICAGO (AdAge.com) -- Cramer-Krasselt now has a prescription-drug account ideal for curing its CareerBuilder-related bellyaching. The agency has won media and creative duties on heartburn drug Zantac's $32 million account, beating out the New York offices of incumbent JWT and TBWA/Chiat/Day in a review.
The Zantac brand was divested to German pharmaceutical company Boehringer Ingelheim for $509 million late last year as part of Johnson & Johnson's acquisition of Pfizer.
The Zantac brand was divested to German pharmaceutical company Boehringer Ingelheim for $509 million late last year as part of Johnson & Johnson's acquisition of Pfizer.

Divested last year
The over-the-counter brand was divested to German pharmaceutical company Boehringer Ingelheim for $509 million late last year as part of Johnson & Johnson's acquisition of Pfizer. The Federal Trade Commission required the divestiture as a condition for allowing the $16.6 billion marriage to proceed.

Under Pfizer, Zantac spent $32.3 million in 2006 and $32.8 million in 2005, according to TNS Media Intelligence. Boehringer, the country's No. 8 pharmaceutical company, couldn't immediately be reached for comment.

A C-K spokeswoman declined to comment on the account status, which would mark the independent agency's second major pharmaceutical win in as many years. In 2005, the shop won creative duties for the sleep-aid Rozerem, whose ads star a talking beaver and Abraham Lincoln as dreams that miss the insomniacs who no longer have them.

Ad Meter fallout
C-K made news earlier this year by quitting CareerBuilder's account after, it said, the marketer called a review due to a poor performance in the USA Today Super Bowl Ad Meter. CareerBuilder has denied the Ad Meter was the sole reason for calling a review.

Spokespeople for the losing shops either declined to comment or couldn't immediately be reached.

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Lisa Sanders and Brooke Capps contributed to this report.
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