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Will Push Successor to Celebrex

By Published on .

NEW YORK (AdAge.com) -- Co-marketers Pharmacia Corp. and Pfizer tapped Interpublic Group of Cos.' Deutsch, New York, to handle the direct-to-consumer account for the the successor drug to wildly popular Celebrex after a months-long review, a spokesman for Pharmacia told AdAge.com.

The drug is known only by its generic name, valdecoxib, and is expected to receive approval from the U.S. Food & Drug Administration during the first half of next year and then be swiftly moved to market.

The size of the account was uncertain, but Celebrex generated some $31 million in spending during the first quarter of this year, according to Taylor Nelson Sofres' CMR.

Deutsch handles other Pfizer drugs Zoloft and Zyrtec. Calls to Deutsch were not returned.

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