McCann to handle Viagra Euro push

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Viagra marketer Pfizer, New York, appointed McCann-Erickson Worldwide, London, to handle an estimated $30 million promotional project to increase awareness of male impotence in Europe. No mention of the anti-impotence pill will appear in any "educational'' campaign, a company spokesman said, adding, "Anyone who says the campaign will promote Viagra is wrong.'' Pfizer's sensitivity is partly the result of a European Union directive banning consumer advertising for prescription-only drugs.

Copyright March 2000, Crain Communications Inc.

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