DIESTE WINS PFIZER CORPORATE ACCOUNT

Drug Maker Planning Push Into Hispanic Market

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BOSTON (AdAge.com) -- Pharmaceutical giant Pfizer has selected Dieste Harmel & Partners, Dallas, to handle corporate advertising for the Hispanic market after a review, an executive familiar with the decision said.

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
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Pfizer's biggest push among Latinos, who normally are reticent about getting tested for ailments such as diabetes. The country's 40 million Hispanics represent a huge market for an industry that has only about a decade before drug patents expire and generic brands flood the market to recoup the hundreds of millions of dollars it costs to get one drug to market.

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.

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