A Pfizer spokeswoman confirmed that Publicis is now handling the bulk of the brand’s creative.
IPG referred the comment to the client. Publicis declined to comment.
“As Pfizer evolves its marketing model, the company is deeply committed to the flexible, two-agency partnership that was put in place last year,” the company wrote in an emailed statement. “Publicis and IPG, each with their respective areas of responsibility, will continue to help drive cutting-edge and data-driven integrated marketing communications focused on the value of our science and our breakthroughs.”
Pfizer has also worked with other shops outside the two holding companies, such as Work & Co.
The agency change follows Pfizer’s corporate brand Super Bowl debut. A 60-second Big Game spot set to Queen’s “Don’t Stop Me Now” showcased Pfizer’s 175 years of commitment to science. That effort was created by a collaboration between Pfizer, Publicis Conseil, Le Truc, and Publicis NY, a Pfizer spokeswoman said at the time.
Pfizer’s 2023 revenue fell 42% to $58.5 billion amid lessening demand for its COVID-19 products including vaccines. Fourth-quarter revenue fell 41%, to $14.25 billion, and it lost nearly $3.4 billion during the period.
In keeping with the COVID-related losses, Pfizer moved to distance itself from the coronavirus in its Super Bowl spot by highlighting its oncology work. The ad introduced the LetsOutdoCancer.com website, as Pfizer dedicates some 40% of its research and development investment toward cancer treatment.