Pfizer mulls RFI responses in effort to boost efficiency

NEW YORK: Pfizer sent RFIs to its creative agencies, including a dozen PR firms, as part of a companywide transformation to become more efficient.

NEW YORK: Pfizer sent RFIs to its creative agencies, including a dozen PR firms, as part of a companywide transformation to become more efficient. The story first broke on AdWeek earlier this week, as well as Advertising Age.

“Pfizer is going through what we call a transformation,” said Ray Kerins, VP of worldwide communications at the New York-based drug giant. “We're looking at the business from every angle. Where can we be more efficient? Where can we execute better? Where can we ultimately improve and become more efficient?”

The transformation reaches through various divisions, from finance and marketing to research and development and communications. A Pfizer spokesperson said the RFIs were issued in the spring.

“The intent of this RFI is not based on consolidation,” he said. “…We did not start this process with the sole intention of consolidation.”

Kerins declined to confirm how many PR agencies received the RFI but, in a May 2006 PRWeek story, Pfizer said it invited its 15 PR agencies to an “Agency Day” in May. Hill & Knowlton, Edelman, The Brunswick Group, and Robinson Lerer & Montgomery currently work Pfizer. None of the agencies would comment on the situation.

PR agencies, not currently contracted to work with Pfizer, also received the RFI, said Kerins. Pfizer is currently finalizing the RFI responses.

“The healthcare environment, at best, is challenging at this time,” said Kerins.

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