The Princeton office will focus on Bristol-Myers Squibb Co., American Home Products Corp.'s Wyeth-Ayerst division, Avanir Pharmaceuticals and Johnson & Johnson, all located nearby. The agency handles smaller pieces of business for those clients.
The move frees the larger New York office now to focus on Pfizer's Viagra and the professional account of Warner-Lambert Co.'s Lipitor.
'THE ATTENTION THEY DESERVE'
"It must have crossed our clients minds, 'How do I stand up with Lipitor, Viagra and [Pfizer's] Norvasc?' which have huge pieces of business with us," said Ed Wise, Cline's exec VP-creative director. He will also serve as managing director of the Princeton office.
"We wanted to move them into an environment where they would get the attention they deserve and wanted," he said.
Cline-with $240 million in billings last year and expected to grow to $310 million this year-came under the spotlight with the Pfizer ad raising awareness on erectile dysfunction starring Bob Dole.
The Princeton office is staffed by three managing partners-Kyle Barich, also director of client services; Gerry McLaughlin, also creative director-copy; and Ashley Schofield, also creative director-art.
ALSO WILL SEEK NEW BUSINESS
The new office is expected to seek new business opportunities.
"As a growth strategy, there's a whole corridor of business in New Jersey and Philadelphia that's within striking distance," Mr. Wise said.
The New Jersey expansion is only one aspect of a growth spurt the 15-year-old agency has seen recently. At the New York office, staffing has increased from 185 at the end of last year to 230 now, up 24%, and is expected to hit 260 by yearend.
Since January, the agency has added $17 million in new business, according to Phil Roselin, exec VP-director of business development.
The wins include an undisclosed direct-to-consumer account from Pfizer; sales and training work for Johnson & Johnson's Janssen Pharmaceuticals division; and