Viagra's Digital-Advertising Account Goes to Rapp

Omnicom Shop Picks Up the $20 Million Pfizer Business

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NEW YORK (AdAge.com) -- Pfizer has awarded digital and CRM duties, which total nearly $20 million, according to industry executives, for its Viagra brand to Omnicom Group's Rapp.

The pharma giant recently awarded Viagra's $120 million creative duties to Dentsu-owned McGarryBowen. A spokeswoman for Pfizer said: "Between McGarryBowen and Rapp all of the agency needs for Viagra are going to be met."

An executive with knowledge of the matter said Rapp will "basically be handling everything for except print and TV."

Another industry insider said the account is a very large piece of CRM business and includes the complete spectrum of digital communications and search.

In 2008 Pfizer devoted $121 million to U.S. measured media for Viagra and $57 million for the first half of 2009, according to TNS Media Intelligence.

Last year Pfizer spent $1.29 billion marketing its various pharma brands overall, making it the 24th-largest advertiser in the nation, according to Advertising Age's DataCenter.

Rapp, which made Ad Age's Agency A-List in 2008, was awarded Skype's $80 million global ad account last week along with fellow Omnicom shops TBWA and Wolff Olins.

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Kunur Patel contributed to this report.

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