PFIZER SELECTS DIGITAS FOR VIAGRA WORK

To Handle Relationship Marketing; Creative Review Ongoing

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DETROIT (AdAge.com) -- Pfizer has selected Digitas, New York, as the agency of record for relationship marketing for Viagra, the pharmaceutical company said.

Billings were not disclosed. Digitas, an

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independent agency, beat out WPP Group's OgilvyOne, New York, and Havas' Euro RSCG 4D (formerly Euro RSCG Brann Worldwide), Wilton, Conn.

The erectile dysfunction drug's incumbent relationship marketing agency was Omnicom Group's LLKFB, New York.

Omnicom Group's Cline, Davis and Mann, New York, currently handles Viagra's creative but Pfizer is seeking new ideas on the $100 million account. The pharmaceutical company has heard pitches from four finalists: the incumbent, Cline Davis; WPP's Berlin Cameron/Red Cell; Omnicom's Merkley and Partners Healthworks; Interpublic Group of Cos.' McCann Erickson.

A decision is expected next month.

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