Pharmacia Corp., Peapack, N.J., tapped Merkley Newman Harty Healthworks, New York, for its estimated $20 million to $30 million Activella account. Other contenders were Lowe
Consumer Healthcare and Medicus. Hormone replacement therapy Activella should hit the market sometime in June. Healthworks was formed in January between Merkley Newman Harty and Consumer Healthworks to blend consumer ad experience with healthcare expertise as direct-to-consumer advertising grows in importance.
Copyright May 2000, Crain Communications Inc.