Will Handle Advertising for Dey Epinephrine Injector System

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NEW YORK ( -- Dey L.P. is poised to select Omnicom Group's BBDO Worldwide, New York, to handle a $10 million account for EpiPen after a review, according to executives close to the situation.

EpiPen is an automatic injector that allows people to self-administer epinephrine in case of severe allergic reactions to food, bee stings or latex, for instance.

BBDO referred calls to the client; Dey declined to comment. The other agencies could not immediately be reached for comment.

BBDO beat out incumbent Gillespie Advertising, Princeton, N.J.; Interpublic Group of Cos.' McCann-Erickson Worldwide, New York; and independent Wishbone, New York.

Dey is an affiliate of EMD Pharmaceuticals in Durham, N.C., a division of pharmaceutical giant Merck.

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