The appointment comes as Viagra faces US competition from GlaxoSmithKline/Bayer’s Levitra, approved by the Food and Drug Administration in August, and Eli Lilly’s Cialis, expected to launch in the US by the end of the year.
WS beat incumbent agency Porter Novelli and Burson-Marsteller to the account.
Pfizer director of US pharmaceuticals PR Michal Fishman said: ‘When you are the only drug on the market, you have the opportunity to raise awareness. Now we have an opportunity not only to raise awareness for our name, but to differentiate ourselves from other medications.’
Ogilvy PR Worldwide continues to promote Levitra, while Manning Selvage & Lee promotes Cialis globally.
