Burson chosen to direct strategy for Pfizer's Pregabalin

NEW YORK: Pfizer has appointed Burson-Marsteller to handle US and international strategy for Pregabalin, a treatment for neuropathic pain and adjunctive therapy in epilepsy, which is currently pending review in the US and in Europe.

NEW YORK: Pfizer has appointed Burson-Marsteller to handle US and international strategy for Pregabalin, a treatment for neuropathic pain and adjunctive therapy in epilepsy, which is currently pending review in the US and in Europe.

According to Ame Wadler, chairman of Burson's US healthcare practice, Edelman was the other agency invited by Pfizer to pitch for the US and international business. Hill & Knowlton was asked to pitch for just the international portion of the account, while GCI and Chandler Chicco were invited for the US portion, said Wadler.

The unconventional approach to evaluating agencies is consistent with other moves Pfizer has made since its April acquisition of Pharmacia.

Last week, PRWeek reported that Pfizer had invited the three largest holding companies to assemble their strongest PR teams to pitch for its entire cardiovascular franchise. And in October, Pfizer picked Weber Shandwick's consumer marketing group to lead PR efforts for Viagra, its blockbuster erectile-dysfunction treatment. (See prweek.com for both stories.)

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