While Pfizer did not expand on the details of Work & Co’s remit, the move may be part of a host of changes at the New York-based pharma company, which is modernizing its brand for a new generation of consumers following pandemic gains. Last month, following a three-month review, Pfizer awarded its “integrated global engine” to Publicis Groupe and also named Interpublic Group of Cos. lead creative partner. IPG will also handle product PR duties. WPP’s VMLY&R retains work for Pfizer’s Independent Medical Education program, the agency said this week.
Read more: Pfizer awards global account to Publicis and IPG
The changes come under the marketing leadership of Drew Panayiotou, a former veteran of Verily, Alphabet’s life sciences research arm, who was appointed Pfizer’s first global chief marketing officer last fall. Along with streamlining Pfizer’s agency roster, Panayiotou plans to bulk up its internal marketing department, hiring in areas such as UX and design and innovation.