Pfizer's Relpax to D'Arcy

Published on .

Pfizer tapped D'Arcy Masius Benton & Bowles, New York, to handle its estimated $40 million account for migraine drug Relpax, expected to get FDA approval early next year. The selection provides further evidence Pfizer believes it needs at least some general consumer agencies for its direct-to-consumer accounts. In August, Deutsch got Pfizer's estimated $75 million Zyrtec account. Previously, Pfizer relied principally on healthcare specialty shops for DTC work.

Euro RSCG, Citron split

Euro RSCG Worldwide's acquisition of a majority stake in Citron Haligman Bedecarre, one of San Francisco's largest independent agencies, has been aborted. The two agencies in February announced they were joining to enable Citron to establish global resources and Euro RSCG to expand on the West Coast. Euro RSCG will continue in San Francisco with its direct marketing shop, formerly Cohn & Wells. Citron, which claims billings of $200 million, has become a dot-com centered shop, with clients such as and "We're going in a different direction," said Tom Bedecarre, chairman. A Euro RSCG spokeswoman, who said Citron had experienced a shift in clients after February, said Euro RSCG and Citron were calling off the acquisition because they had "too many differences" and that Citron felt its future "was best served by being an independent agency."

7 UP stands behind TV ad

Dr Pepper/Seven Up said it will continue to air a new spot for 7 UP that has drawn some consumer complaints since its debut last month. The youth-oriented ad shows comedian Orlando Jones wearing a T-shirt, the front of which says "Make 7" and the back "Up Yours" -- combined, the words make up the campaign's slogan, "Make 7 UP yours." The agency is Y&R Advertising, New York. Earlier this month, the marketer told bottlers to refer consumer complaints to a toll-free number at corporate headquarters.

Ross Roy to be renamed

Ross Roy Communications on Jan. 1 changes its name to InterOne Marketing Group. The marketing-services, dedicated-DaimlerChrysler shop will reinvent itself as a customer relationship management agency. Tim Copacia, president-CEO, defined CRM as "customer-centric, nurturing lifelong relationships." The agency will go after new clients, most likely marketers of high-ticket products. Mr. Copacia said DaimlerChrysler supports that. Ross Roy, founded in 1926, this week moves from its Bloomfield Hills, Mich., headquarters to Troy, Mich. The shop was one of the largest independent shops in the U.S. when Omnicom Group acquired it in 1995.

Board pioneer Leigh dies

Douglas Leigh, whose imprint is all over the modern Times Square with its flood of lights and experiential billboards, died Dec. 14 at the age of 92. Mr. Leigh was reared in Alabama but made his mark in outdoor advertising in New York. He brought the 25-foot steaming A&P coffee cup, the 120-foot Pepsi-Cola waterfall and the Camel sign with an actual smoke ring to Broadway. He also put lights on top of the Empire State Building and other structures, contributing to the world's most recognizable skyline.

It's Super Bowl 12 for A-B

Anheuser-Busch will run 10 spots in Super Bowl XXXIV, for a total of 5 minutes of airtime. Using the average of $2 million per 30-second spot, that would be a $20 million investment. Tony Ponturo, VP-corporate media and sports marketing at A-B, called the Super Bowl the greatest ad platform in the world. It will mark A-B's 12th consecutive year as the game's exclusive beer advertiser. It had nine ads in last January's Super Bowl.

AutoNation closes units

AutoNation USA on Dec. 13 shuttered 23 of its 37 used-car megastores in 10 states. A spokesman said the stores were losing money. Eight other stores are already integrated with new-car dealerships; the other six will go that route. AutoNation is still the nation's largest car dealership chain with 409 franchised dealers. The spokesman said the marketer will study how to brand its store experience before it searches for a new agency to succeed Hill, Holliday, Connors, Cosmopulos. The Boston shop resigned the account in September. AutoNation has said that on Jan. 1 it will spin off its rental car business, including the Alamo and National brands.

Most Popular
In this article: