WWAV picks up £8m European Viagra account

LONDON - Pfizer has appointed WWAV Rapp Collins to handle the £8 million pan-European advertising and direct marketing account for Viagra.

The agency scooped the business following a final two-way shoot-out against Tullo Marshall Warren. Pfizer's Paris-based pan-European marketing team handled the pitch.

WWAV Rapp Collins will now take responsibility for all print, press, DM and online activity for the drug.

Until recently, Viagra has only been available on prescription in the UK and was forbidden from advertising its brand name. However, the company has applied to the European regulatory authorities to make Viagra available over the counter. The application is expected to be accepted soon, and trials of non-prescription sales began in February this year at a limited number of Boots chemists.

Pfizer now plans to run an on- and offline campaign to coincide with the anticipated nationwide launch of over-the-counter sales next year.

WWAV has been briefed to create a strategy for marketing the drug that sets it apart from its rivals and promotes the availability of Viagra without prescription.