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To Handle Creative Account for New Sleep Aid Indiplon

By Published on .

NEW YORK (AdAge.com) -- Pfizer has awarded creative duties on its insomnia drug Indiplon to McGarry Bowen, New York, the pharmaceutical company said.

Indiplon is still in phase three development

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and is expected to receive Food and Drug Administration approval late this year or early 2005. A Pfizer spokeswoman declined to reveal the marketing budget for the drug. Pfizer co-markets Indiplon with Neurocrine Biosciences, in San Diego, Calif.

New-business wins
McGarry Bowen, an independent agency that started a year ago, now has business from Pfizer, Marriott and Verizon. The agency beat out four other undisclosed contenders in the Indiplon review.

Indiplon will enter the category to compete against market leader Ambien, made by Sanofi-Synthelabo, Paris. Sanofi spent $23 million in measured media on Ambien through September of last year, according to TNS Media Intelligence/CMR.

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