Pfizer moves most of its creative duties to Publicis from IPG

Pfizer is moving the majority of its creative brand duties from Interpublic Group of Cos. to Publicis Groupe. The move comes nearly a year after the pharmaceutical giant set up a new agency roster. IPG was named Pfizer’s lead creative partner last May. At the time, Pfizer had also given Publicis what it called its “integrated global engine,” the culmination of a three-month review. The change is expected to move creative work for Pfizer from IPG Health and FCB to Publicis, according to sources close to the situation, who noted that IPG Health is retaining some medical-focused work and IPG-owned Weber Shandwick is retaining PR. See all of Ad Age’s 2024 Creativity Award winners here 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. Check out the latest Ad Age events and award programs

Pfizer moves most of its creative duties to Publicis from IPG

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