Medical Marketing and Media - CME REPORT: Update
NOVARTIS DECLINED comment on reports in the advertising trades that it has selected four agencies to handle its advertising business.
A story in Advertising Age noted that the company had chosen three pairs of agencies, including Omnicom Group shops DDB and Cline Davis & Mann and Interpublic Group’s Deutsch and Integrated, along with a mystery pair of agencies.
It is unclear whether Novartis expects to appoint other agencies as well.
If the reports arc accurate, Cline Davis & Mann and DDB would seem to stand to gain the most. Cline Davis & Mann previously handled professional work for Zelnorm, while DDB has worked on several Novartis OTC brands. Deutsch and Interpublic, by contrast, have handled several heavily advertised Novartis pharmaceutical brands, including Zelnorm, Lamisil and Diovan, and stand to consolidate their share of the business.
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Other agencies that have handled Novartis accounts include Omnicom’s Corbett Accel, Interpublic’s Interlink, units of Havas’ Euro RSCG Life and WPP’s CommonHealth. All the agencies involved deferred to Novartis when asked to comment.
Novartis chief marketing officer Kurt Graves told MM&M in October that the pharma company wants to consolidate its worldwide professional and consumer roster into three or four integrated shops as part of a drive to implement a more “consumer-centric” marketing model.
- Matthew Arnold
Copyright CPS Communications Dec 2004
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