The effort is estimated to be less than $7 million and will begin next year, covering issue-oriented ads as well as corporate and perhaps branding work.
Pfizer's drug brands include Lipitor, Viagra and Zoloft. Dieste, which landed the cholesterol-fighting drug Lipitor about 18 months ago, declined to comment. Pfizer did not immediately return calls seeking comment.
Big push for Hispanics
This is believed to be
Dieste, partly owned by Omnicom Group, bested agencies including WPP Group's Bravo Group and the independent Vidal Partnership, both New York, for the account.
Pfizer spent $796 million on measured media last year, according to Taylor Nelson Sofres' CMR. Lipitor received $50 million in spending.