Total of Six Shops Said to Get Parts of Work

By Published on .

DETROIT ( -- Novartis AG has selected three pairs of advertising agencies to handle its estimated $350 million prescription drug business, according to executives close to the decision.

The marketer has chosen Interpublic Group of Cos. shops Deutsch, New York, and Integrated Communications Corp. of Parsippany and Lawrenceville, N.J., and Omnicom Group agencies DDB Worldwide and Cline Davis & Mann, both in New York. The third pairing is not known. Brand assignments were also undetermined.

No comment
Novartis' chief marketing officer' Kurt Graves' declined to comment. Agency spokespeople either declined to comment or referred calls to Novartis.

Deutsch is already a Novartis roster shop and handles direct-to-consumer advertising for Zelnorm, the irritable bowel syndrome drug, and Lamisil, for toenail fungus. DDB will join the pharmaceutical company's roster.

Global branding model
Mr. Graves earlier this month told Advertising Age he was looking for a more "consumer-centric" global branding model, and his goal was to place brands with agencies that have a global network or can do both consumer and professional advertising.

DDB has a worldwide reach, and Cline Davis & Mann is a well-respected health-care agency that has done both DTC and professional work. Though Deutsch does not have global capabilities, professional agency Integrated Communications does have offices in Europe.

~ ~ ~
Matthew Creamer and Lisa Sanders contributed to this report.

Most Popular