The agency will be handling consumer advertising for Pfizer's blockbuster erectile dysfunction drug Viagra. It won the work after a pitch against Merkley + Partners and incumbent agency Cline Davis & Mann, both of which are owned by Omnicom Group.
Viagra launched to great fanfare six years ago and has been a huge success for Pfizer. However, it now faces competition from other erectile dysfunction drugs including Cialis, made by Eli Lilly, and GlaxoSmithKline/Bayer's Levitra.
In response, Pfizer has been upping its marketing efforts for the brand. Late last year, it appointed Interpublic's Weber Shandwick on a global PR brief for Viagra.
In the past, football legend Pele has been signed to promote the brand.
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