Will Push Successor to Celebrex

By Published on .

NEW YORK ( -- Co-marketers Pharmacia Corp. and Pfizer tapped Interpublic Group of Cos.' Deutsch, New York, to handle the direct-to-consumer account for the the successor drug to wildly popular Celebrex after a months-long review, a spokesman for Pharmacia told

The drug is known only by its generic name, valdecoxib, and is expected to receive approval from the U.S. Food & Drug Administration during the first half of next year and then be swiftly moved to market.

The size of the account was uncertain, but Celebrex generated some $31 million in spending during the first quarter of this year, according to Taylor Nelson Sofres' CMR.

Deutsch handles other Pfizer drugs Zoloft and Zyrtec. Calls to Deutsch were not returned.

Most Popular