Ad Work Was With Publicis New York

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DETROIT ( -- Pfizer has awarded the creative account for its migraine headache medication Relpax to Havas' Arnold Worldwide, New York, the pharmaceutical company said.

Publicis Groupe's Publicis Worldwide, New York, previously had the account and past reports indicated that the review was for project work. But Pfizer decided to give the entire Relpax business to Arnold.

Ad spending boost
Pfizer spent less than $1 million on the drug last year according, to TNS Media Intelligence/CMR, but is expected to boost measured media to more than $10 million to compete with market leader Imitrex from GlaxoSmithKline.

"It really was a change in thinking and strategy rather than being dissatisfied with Publicis," a Pfizer spokeswoman said. "We thought Arnold was the best partner to help us as we move forward."

Arnold beat out the incumbent. WPP Group's Berlin Cameron/Red Cell, New York, was also in the review but dropped out two weeks ago.

Shot in the arm for Arnold
The Relpax win comes at a good time for Arnold, which had not won a blockbuster pitch in more than a year. The New York office had pitched several Pfizer brands in the last year and came up short.

Publicis sibling D'Arcy Masius Benton & Bowles won Relpax in 1999 after a review, and the account was folded into the Publicis, New York office when D'Arcy was shuttered. Relpax received Food and Drug Administration approval in late 2002.

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