The World: Massachusetts - Kaplan Thaler grabs $300m Lunesta brief

The creative assignment on the estimated $300 million sleep-aid brand Lunesta is being moved out of McCann Erickson and into Publicis Groupe's Kaplan Thaler Group.

McCann Humancare, the McCann healthcare arm, had tried to defend the account which Lunesta's Sepracor parent put up for review late last year.

Sepracor spent just over $230 million on US measured media between January and September last year, according to TNS Media Intelligence.

Last year, Sepracor began alliances with GlaxoSmithKline and Eisai with a view to marketing Lunesta internationally.

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