NEW YORK: Pfizer has hired Edelman to take over its “Get Old” campaign after a competitive RFP process.
SS&K had supported the drug maker on the campaign's launch. Edelman is now working with the pharmaceutical giant on the next phase of the program, according to Joan Campion, a senior director of communications at Pfizer.
The change comes as the company is planning to move from an integrated effort with paid components to instead emphasize PR tactics.
“We're proud of the campaign we developed with Pfizer and the discussion it has generated about the evolving meaning of getting old,” said SS&K partner Mark Kaminsky. “The campaign's moved to a mostly executional PR phase, and we're confident that Edelman will do a super job with it.”
He added that Edelman will work from the platform SS&K produced. Kaminsky declined to comment on whether his firm also bid for the new phase of the campaign.
When Pfizer was working to launch “Get Old,” it tapped SS&K to engage consumers with a campaign that showcased how people felt about getting older. Campaign messages were based on research that surveyed more than 1,000 Americans who were 18 to more than 65 years old.
The effort got coverage in The New York Times, The Washington Post, and USA Today. In addition to media outreach, the company also built a consumer-facing website, hosted events, and developed posters, messages, and sets of seeded videos. Social media outreach via Twitter and Facebook also took place.
It is unclear what specific plans Edelman has for the effort. Susan Isenberg, global vice chair of the firm's health practice, confirmed that her agency was working on the project but declined to answer additional questions. The independent agency has worked with Pfizer on a number of initiatives in recent years.
In the past three-plus years, Ruder Finn, Edelman, and SS&K are among the firms that have won accounts from Pfizer, which also works with Ketchum, Hill+Knowlton Strategies, and Cohn & Wolfe. It also hired Jeffrey Group to conduct a public health initiative across Latin America last August.