Pfizer is making a host of agency changes this spring.
A month after switching up its agency roster, Pfizer is adding a new shop to the mix. The pharma giant confirmed today that it is partnering with Work & Co. The Brooklyn, New York-based digital outfit was selected without a formal review to handle digital innovation duties.
“Work & Co is one of many agencies we are partnering with across our organization,” a Pfizer spokeswoman said in an emailed statement.
Work & Co’s Pfizer work should begin rolling out later this year, the shop said.
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.
Work & Co certainly has design and innovation chops, having worked with the likes of Gatorade and Google on improving the digital experience for customers. Last year, the agency brought on UnitedHealthcare as a client. Work & Co has also worked in the health care space with Breastcancer.org, Mayo Clinic and Medtronic.
“We’re excited to work with Drew and his team to help modernize internal processes and to reimagine customer experiences across web, mobile, and more,” said Daniele Codega, design partner at Work & Co, in a statement, adding that new opportunities in this space are emerging by the day, citing the rise of AI technology and current market conditions.
