POWER PLAY: Pfizer introduced the Value Card loyalty program-a first in the pharmaceutical industry-offering a free prescription of Viagra after six are purchased. Under Mr. Kelly, Pfizer also invited roster agencies to pitch ideas for Viagra. Cline Davis & Mann had handled the $100 million account. In August, a new campaign from McCann Erickson Worldwide put Viagra on a sexier path; the lifestyle-oriented advertising is themed "Get back to mischief."
DOWNSIDE: The Viagra campaign shows how Pfizer does not own the ED field anymore-observers see the new push as a response to the more sex-conscious ad themes of Levitra (Bayer and GlaxoSmithKine) and Cialis (Eli Lilly & Co. and Icos). Pfizer signed William Morris Agency to help place its brands in movies and TV, but FDA rules on "fair balance" could dampen those aspirations. Pressure on drug advertisers could increase if the Democrats seize the White House next month.