Pfizer hands global Viagra work to WS consumer unit

NEW YORK: In the latest sign that the pharmaceutical industry's now heavy reliance on direct-to-consumer (DTC) marketing has strong implications for PR, Pfizer has chosen Weber Shandwick's consumer marketing group to lead the global account for Viagra, its blockbuster drug that treats erectile dysfunction (ED). DTC efforts help drug companies market prescription medication directly to consumers. WS beat out incumbent agency Porter Novelli and Burson-Marsteller for the account.