Pfizer, New York, tapped D'Arcy Masius Benton & Bowles to handle its estimated $40 million account for migraine drug Relpax, expected to get FDA approval early next year. The selection provides further evidence Pfizer believes it needs at least some general consumer agencies for its direct-to-consumer accounts. In August, the marketer selected Deutsch
for its estimated $75 million Zyrtec account. Previously, Pfizer relied principally on healthcare specialty shops for DTC work.
Copyright December 1999, Crain Communications Inc.