MediaVest Wins Lucrative Pharma Account

Will Handle Schering-Plough Brands Including Levitra, Nasonex

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NEW YORK ( -- Publicis Groupe's MediaVest has been awarded media duties on all of Schering-Plough's global prescription brands, which include erectile dysfunction drug Levitra and nasal spray Nasonex, following a review, the marketer said.

Omnicom Group's OMD previously handled planning responsibilities on two of those brands, Nasonex and birth control drug Nuva Ring, but the agency has recently picked up planning duties on five brands from rival Eli Lilly & Co. including ED drug Cialis, an executive close to the matter said.

The new assignment means MediaVest will be handling at least $226 million in spending domestically for Schering-Plough. In 2007, U.S. measured media spending on Nasonex was about $122 million, spending on Levitra was about $51 million and spending on prescription asthma medication Asamex was about $53 million, according to TNS Media Intelligence.

Nothing to sneeze at
In total, the pharmaceutical company spent nearly $500 million on U.S. measured media last year, according to TNS.

Schering-Plough is based in Kenilworth, N.J. In 2007, the company did more than $12.7 billion in net sales, with Nasonex as one of its top-selling products. Non-prescription products include Claritin allergy tablets and Dr. Scholl's shoe inserts.

A spokeswoman for Schering-Plough had no comment except to confirm that MediaVest has won the account. A spokeswoman for MediaVest referred calls to Schering-Plough. A spokeswoman for OMD could not immediately be reached.
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