FDA DECISION ON ALLERGY MEDICINE COULD MEAN LESS AD SPENDING

Published on .

(May 14, 2001) -- Agencies handling lucrative direct-to-consumer accounts for prescription allergy drugs Claritin, Allegra and Zyrtec could get watery eyes if the U.S. Food and Drug Administration follows the advice of a panel recommending the popular drugs become available over the counter.

The drugs account for millions each year in direct-to-consumer ads, pleasing WPP's CommonHealth Quantum Group, Parisppany, N.J. (Schering-Plough's Claritin); Interpublic Group of Cos.' McCann-Erickson (Aventis's Allegra) and Deutsch, New York (Pfizer's Zyrtec). If the FDA reclassifies the drugs, marketers are likely to spend much less to support OTC allergy drugs, thus lowering agency billings.

Copyright May 2001, Crain Communications Inc.

In this article:
Most Popular