NEW YORK: In a head-to-head pitch against healthcare powerhouse
Chandler Chicco, Cohn & Wolfe has walked away as agency of record for
FemHrt, a new hormone replacement therapy from Pfizer. The annual
retainer will be dollars 500,000.
The marketing for FemHrt, unlike most hormone drugs, will be targeted to
younger women. C&W will create an osteoporosis prevention campaign,
which will include a consumer campaign and outreach to medical
This is not the first blow Chandler Chicco has been dealt by
pharmaceutical giant Pfizer, having recently lost work on Pfizer's
erectile dysfunction drug, Viagra, to Porter Novelli after helping to
launch the drug in 1997 and working on it through 1999. The agency also
worked on the prelaunch and launch of Celebrex in 1999. The drug is now
represented by Manning, Selvage & Lee.
C&W's consumer group also had a windfall, beating out incumbent agency
Publicis to become agency of record for LG Electronics, the company that
owns Zenith, among others. C&W CEO Donna Imperato said the LG
Electronics retainer would be "a couple hundred thousand" a year.