Carat wins Viagra European media

The drugs giant Pfizer is understood to have appointed Carat to handle media planning and buying for its anti-impotence drug Viagra across Europe.

The drugs giant Pfizer is understood to have appointed Carat to

handle media planning and buying for its anti-impotence drug Viagra

across Europe.



The agency will also handle Pfizer’s animal health division across

Europe, bringing the value of the win to around dollars 30 million.



Carat won the entire dollars 200 million account in the US last year but

Pfizer is now believed to have awarded the business to Carat across the

UK and Europe without a pitch. The win does not affect Zenith, which

handles the antifungal treatment Diflucan, the pain killer Migraleve,

the antiseptic lotion TCP and the cough medicine Buttercup Syrup within

Pfizer’s consumer healthcare division. The company spent pounds 2.5

million on these brands in the past 12 months in the UK according to MMS

figures.



Pfizer is expected to increase its advertising spend following the

appointment of McCann-Erickson to handle its Viagra advertising account

across Europe.



The account is worth up to pounds 12 million and Carat will handle media

activity for the brand in the company’s five key European markets.



Carat will also handle work for Pfizer’s animal health division, one of

the world’s top veterinary product makers.



Pfizer is merging with the drugs company Warner-Lambert in the US to

create one of the world’s largest drug makers. It remains unclear how

this will affect media.



Carat refused to comment.