Pfizer's Donna Campanella to Leave Pharma Giant

With a Budget of $1 Billion, the Media Director Wielded a Lot of Influence

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NEW YORK (AdAge.com) -- Donna Campanella, one of the sharpest media minds in the country, is leaving her position as director and team leader-media at Pfizer. Though it's not known where she'll be working next, executives familiar with the departure say she is moving on to another large marketer -- and not necessarily a pharmaceutical company.
Donna Campanella is leaving her position as director and team leader-media at Pfizer.
Donna Campanella is leaving her position as director and team leader-media at Pfizer.

Pfizer declined to comment. Ms. Campanella's voicemail at Pfizer's New York headquarters still has her greeting on it. She did not return phone calls.

Placed brands across media
Ms. Campanella is one of the more influential media directors in marketing, and particularly in pharmaceutical direct-to-consumer advertising, helping to place the multitude of brands on which Pfizer spends nearly $1 billion per year to advertise.

"We like to look at it by saying, 'Let's find the connectivity sweet spot,'" Ms. Campanella told Advertising Age in 2004. "Could that be the evening news? Sure. But it could also be a talk show. It could be cable. It could be on the internet on WebMD. People are not one-dimensional."

She arrived at Pfizer in 1999 to start the drug company's first media unit after a successful stint as media director at Sony Electronics. It was under her guidance that Pfizer, which had just begun marketing Viagra, moved the medication away from the ominous sounding "impotence drug" to "erectile dysfunction," or ED as it was referred to in ads.
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