PFIZER - WYETH by xumiaomaio


									1                                        RECMA Partnerships - PHARMACEUTICAL Sector Report: PFIZER / WYETH                                                                                                             04/02/2011

                                                                           PFIZER - WYETH
                                                                AD SPEND   AD SPEND   Currency DATE OF
          COUNTRY        ADVERTISER         MEDIA AGENCY
                                                                  2009       2008
                                                                                                           INCUMBENT                                                      Details
                                                                                      (Million)  WIN

                                                                                                                             September 2010: US Pfizer /Wyeth media account IN REVIEW.
                                                                                                                             Pfizer acquires King Pharma in Oct. 2010.
                                           Carat, TargetCast,                                                                Mars 2010: Pfizer has consolidated under Carat all of its media buying for Wyeth DTC brands. Carat
                    PFIZER all brands                            1 411                 USD     Mar-10         in-house
                                               in-house                                                                      was Pfizer's media P&B AOR prior to Wyeth merger last year. TargetCast, planning incumbent for
                                                                                                                             Wyeth's OTC brands (Advil, ChapStick, Dimetapp) prior to the merger, will remain media-planning
                                                                                                                             agency for consumer health-care brands.
                                                                                                                             Pfizer Consumer Health Care division (est $325m) consolidated into Universal McCann / OMD from
                                                                                                                             Jan.07 (following the acquisition of Consumer Healthcare division -OTC pdts, by J&J end 2006).
                                                 Carat           1 023       775       USD     Jun-98                        Carat retains the core Pfizer Pharmaceutical assignment. Pfizer's brands include Pharmacia, Viagra,
                                                                                                                             Nicorette, etc
                                                                                                                             On January 26, 2009, Pfizer agreed to buy pharmaceutical giant Wyeth.

                                                                                                                            Pfizer has consolidated under Carat all of its media buying for Wyeth DTC brands ($230m)
                                                                                                                            (previously in-house) in 2010. Carat was Pfizer's media P&B AOR prior to Wyeth merger last year.
    USA                                                                                                                     TargetCast, planning incumbent for Wyeth's OTC brands (Advil, ChapStick, Dimetapp) will remain
                                                                                                                            media-planning agency for consumer health-care brands.
                                                                                                           Zenith Media,
                                           Carat, TargetCast,                                                               On January 26, 2009, Pfizer agreed to buy pharmaceutical giant Wyeth.
                    WYETH                                         388        282       USD     Mar-10    PHD, JL Media, in-
                                               in-house                                                                     All buying is handled in-house.
                                                                                                                            June 2002: TargetCast won all the planning ($140m). Zenith handled some plannning for DTC brands
                                                                                                                            since 2002. In a review for a new drug launch, Pristiq, Zenith won the planning from TargetCast.
                                                                                                                            2009: no longer PHD client - consolidated with Wyeth AOR. PHD who already handles Direct
                                                                                                                            Response won Enbrel media planning in 2008 from Zenith.

                                                                                                                             2010: Following the merger with Pfizer, Carat won media buying for Wyeth DTC brands ($230m)
                    WYETH CONSUMER                                                                                           (previously in-house), TargetCast retained its planning duties.
                                              TargetCast                      93       USD     Jun-02        MediaCom
                    HEALTHCARE                                                                                               TargetCast won all the media-planning for consumer health-care brands Zenith handled some
                                                                                                                             plannning for DTC brands. All buying was handled in-house
                                                                                                                             MEC handles both Amgen Inc and Amgen /Wyeth.
                    AMGEN /WYETH JV              MEC               92         92       USD                      PHD
                                                                                                                             PHD won Enbrel planning in 2008, lost in 2009.
                                                                                                                             2010 - SITUATION is:
                                                                                                                             --> MediaCom handles Pfizer Pharma (Viagra & Detrol) + DTC + Corporate. Recma estimates +/-
                                                                                                                             40% of the account (+/-$18m).
                                                                                                                             --> MEC handles Wyeth Consumer Health Care Brands. Recma estimates +/- 60% of the account (+/-
                                                                                                                             --> Anderson Adv. handles Wyeth Consumer Health Care Brands planning. No billings allocated.
                                                                                                                             --> M2 Universal handles Pfizer Consumer division. Billings allocated through the J&J account. In
                                                                                                                             2007 J&J and Pfizer Consumer merged. M2 Universal took on the consumer business as part of the
                                           MediaCom, MEC,                                                                    J&J AOR. /// SEE Johnson & Johnson
                    PFIZER incl. WYETH                             46         16       CAD      Jul-07
                                              Anderson                                                                       HISTORY
    CANADA                                                                                                                   2009 - Wyeth merged with Pfizer (merger was not official until late Q4). "October 15, 2009 - Pfizer
                                                                                                                             and Wyeth announced today that Pfizer has completed its acquisition of Wyeth". Wyeth spending was
                                                                                                                             2008:$36m; 2007:$34m; 2006:$35m; 2005:$34m.
                                                                                                                             2008 - In September 2008 MEC added the Wyeth Thermacare Product brand (+/-$3m).
                                                                                                                             2007 - MediaCom won the Pfizer DTC & Corporate $3m planning & buying from Carat, Gallant
                                                                                                                             Leahman Green and Jeffrey Simbrow (July 07)
                                                                                                                             2007 - M2 Universal won Pfizer Consumer division (e>$14m) from ZenithOptimedia (March 07). Billi
                                                                                                                             2005 - MEC won Wyeth Consumer Health Care brands for TV Buying + 70% of planning since 2005. R

                                                                                                                             International biotechnology company headquartered in the Newbury Park, California. ///
                    AMGEN /WYETH JV           Mindshare                                CAD
2                                        RECMA Partnerships - PHARMACEUTICAL Sector Report: PFIZER / WYETH                                                                                                                  04/02/2011

                                                                 AD SPEND   AD SPEND   Currency DATE OF
            COUNTRY        ADVERTISER         MEDIA AGENCY
                                                                   2009       2008
                                                                                                           INCUMBENT                                                       Details
                                                                                       (Million)  WIN

                                                MediaVest           5                   USD     Dec-09      Mindshare       Starcom started working with the client after the adquisition by Lab Wyeth, a current client.
                      WYETH                     MediaVest           8                   USD     Aug-08          UM          after a pitch in 2008
    BRAZIL            WYETH                    W / McCann           16                  USD
                      PFIZER                       Ignis            2                   USD     Dec-10      Mindshare       END 2010: The entire Pfizer account awarded to Ignis, from Mindshare

    ARGENTINA                                                                                                               Pzifer acquired Lab Wyeth in early 2009 and then call for a local pitch in which participated
                      WYETH                        Ignis            1                   USD                                 MindShare (current Pfizer agency), Ignis (Wyeth incumbent) and EPM. Mindshare retained Pfizer
                                                                                                                            and Ignis Lab Wyeth.
                      PFIZER                                                                                                includes Pharmacia Upjohn, Warner Lambert. The Pfizer Health Crae brands only were sold to J&J.
                                                Mindshare                               USD
    CHILE             PHARMACEUTICALS                                                                                       Pfizer bought pharmaceutical giant Wyeth in Oct 2009
                      WYETH                       MPG                                   USD     May-07          UM          MPG won the account from UM in May 2007.
    PERU              WYETH                       MEC                                   USD     Jan-08
                                                                                                                            In January 2009 UM won the part handled by MEC. Previously the Wyeth account was split as: 60%
    COLOMBIA          WYETH                        UM               12                  USD
                                                                                                                            for MEC and 40% for UM.
    VENEZUELA         WYETH                        UM                          2        USD     Jan-09         MEC          In 2009 MEC lost Lab Wyeth to UM after a regional pitch.
    PUERTO RICO       PFIZER                    Mindshare                      5        USD

                                                                                                                            Dec 2010: Vizeum has won the media account for Pfizer's OTC brands after a pitch.
                                             Vizeum, Universal                                              Initiative,     The Pfizer-owned Viagra won by Universal in 2008, was not up for pitch.
                      PFIZER                                        14         13       GBP     Dec-10
                                              UM, Mindshare                                                 Mindshare       July 07: Move to Mindshare from Initiative, effective from January 08. Mindshare was previously
                                                                                                                            handling planning for Pfizer. EMEA appointment
                      WYETH CONSUMER                                                                                      Dec 2010: Vizeum has won the £9m UK media P&B business for Pfizer's over-the-counter medicine
                      HEALTHCARE+WYETH           Vizeum             13         11       GBP     Dec-10    ZenithOptimedia brands such as Anadin, Centrum and SMA, previously owned by Wyeth. ZenithOptimedia currently
                      PHARMACEUTICAL                                                                                      handles the account but did not repitch. Starcom, PHD and Maxus also pitched for the business.

                                                                                                                            Lost by Initiative to Carat in 2007 (already handled all ED / Viagra etc = 50% of entire account since
                      PFIZER                                                                                                before 2005); Initiative handled from Apr 2007 until Jan 2008 due to consolidation into J&J; Lost by
                                                  Carat                        2        EUR     Aug-07       Initiative
    GERMANY           PHARMACEUTICAL                                                                                        Mindshare in 2007 handled since 2005 (for 2006 budget handled: 4.5 EUR m); 2005-2006 Pfizer
                                                                                                                            accounts handled by Carat / MWO
                      WHITEHALL-MUCH            MediaCom            20         15       EUR

                      LABO. PFIZER /PFIZER                                                                                  d.3M€ following global pitch against Havas Media. MPG handles Pfizer in France
                                              Carat, Vizeum         3                   EUR     Jun-09
                      ANTI-SMOKING                                                                                          Jan 2008: to Carat from Mindshare after acquisition by J&J in 07.
    FRANCE            PFIZER PGM                  MPG                                   EUR                                 No longer exist

                      WYETH LABS Group         OMD, MPG             3          1        EUR      Jul-05                     MPG handles Wyeth Santé Familiale (2,4M net, 2009) partly
                                                   UM                                   EUR     Nov-08      Mindshare       2008 - From Mindshare to UM after a pan regional pitch (November 2008)
                      WHITEHALL                   MEC               10         14       EUR
                                                                                                                            2009: Vizeum won in august the pich for Champix against Mindshare and OMD, for €1,2m.
                      PFIZER                                                                                                Pfizer, acquired by J&J, in 2007.
                                              Carat, Vizeum         3          4        EUR      Jul-07      Initiative
    SPAIN             PHARMACEUTICALS                                                                                       the account is handled by Carat from Initiative, in 2007, but effective in Jan. 2008.
                                                                                                                            in 2006, won by Initiative from MindShare Barcelona.
                      WYETH                       MEC               1          1        EUR

                                                                                                                            Vizeum handles J&J and Pfizer Consumer Healthcare that is part of J&J since its acquistion in 2006.
                      JOHNSON & JOHNSON                                                                     Initiative,
                                                 Vizeum                        7        EUR     Nov-07                      The pitch was won by Aegis after an international pitch that transfered the account to Vizeum
                      /PFIZER                                                                               Mindshare
                                                                                                                            because Carat handles Beiersdorf in the Netherlands.
                      WYETH CONSUMER
                      HEALTCARE                    UM               3          3        EUR     Jan-06         MEC
3                                       RECMA Partnerships - PHARMACEUTICAL Sector Report: PFIZER / WYETH                                                                                                              04/02/2011

                                                                 AD SPEND   AD SPEND   Currency DATE OF
         COUNTRY           ADVERTISER       MEDIA AGENCY
                                                                   2009       2008
                                                                                                           INCUMBENT                                                      Details
                                                                                       (Million)  WIN

                                                Vizeum              1          2        EUR     Jun-09    BrandConnection 2005 : OMD lost it to Mindshare

                     PFIZER                   Mindshare             2          1        EUR      Jul-07   OMD, Initiative   OMD = champix = 248 340. Initiative win in 2007 from Mindshare
    IRELAND                                  Young's Euro
                     WYETH                                          1          1        EUR
                                                                                                                            In March 2007, Universal McCann won Champix ( €1.7m).
                     LABORATORIOS PFIZER          UM                1          1        EUR                                 In March 2006, MEC won partly Lab.Pfizer.
                                                                                                                            In 2005, Mindshare won Lab. Pfizer. Arena participated to the pitch.
                     WYETH CONSUMER                                                                                         In 2007, MEC got the extension of nutritionals ( €0,2m).
                                                 MEC                4          3        EUR               Executive Media
                     HEALTHCARE                                                                                             In 2005, MEC won Wyeth through a global alignment from Mindshare, who won it in jan. 2005.

    GREECE           WYETH                 Equinox, MediaCom                            EUR

                                                 Maxus              1          1        EUR     Nov-10       MediaCom
                                               Initiative           1          1        EUR     Jan-07       Mindshare

    DENMARK          PFIZER                                         6          6        EUR     Apr-07                      Mindshare handles the RX Division approx 70% of the full amount
                                           Media, Mindshare
    SWEDEN           PFIZER                                                             EUR     Apr-07       Mindshare

    POLAND           PFIZER HEALTH CARE          OMD                           3        EUR                                 Won global Media buying in 2007 - before internet only

                                            Media Direction
    POLAND           WYETH                                          1          2        EUR                  Mindshare
                     PFIZER                 MEC, MEDEA-
                                                                    3          3        EUR     Jan-08       Mindshare      2008 : Mindshare lost it / 2003 : Mindshare won it. MEC Viagra only; Mindshare all other
                     WYETH WHITEHALL          MediaCom              1          1        EUR
                                                  UM                1          2        EUR     Jun-07       Mindshare
                     WWW.PNEUMOKOK.SK         MediaCom                         1        EUR

    HUNGARY          WYETH                    MediaCom              5                   EUR
                     PFIZER                    Initiative                               EUR                  Mindshare
                                              MediaCom                                  EUR
                     EXPORT GMBH
                                                                                                                            2010: won by MediaCom against Starcom and Vizeum (February)
    RUSSIAN          PFIZER                   MediaCom              5          5        USD     Feb-10     Vizeum, Movie    July 07: Due to Pfizer acquisition by J&J and win of J&J account by Vizeum from Mindshare. Movie
                                                                                                                            manages the press since 2008
                     WYETH-LEDERLE            MediaCom              2          2        USD     Jun-03        Publicis      TV

                     PFIZER Ilaclari            Starcom                                 USD                                 < US$0.1m
                     WYETH Ilaclari          MediaCom                                                                       < US$0.1m
                                            Media Direction
                     PFIZER                                                                                                 MEDIA DIRECTION Liban / OMD KSA + Pan Arab TV (satellites networks)
    MIDDLE-EAST                                 OMD
                     WYETH                    Mindshare                                                                     Wyeth <US$1 Mindshare Lebanon
                     PFIZER                      FCM                                    USD     Jun-06                      Brain Reserve

    SOUTH AFRICA     PFIZER LABORATORIES      Mindshare             4          2        USD     Jun-06                      Account held by DWF advertising > Starcom relationship severed with this company

                     WYETH LABORATORIES      MediaCompete           4          2        USD
4                                        RECMA Partnerships - PHARMACEUTICAL Sector Report: PFIZER / WYETH                                                                                                              04/02/2011

                                                              AD SPEND   AD SPEND   Currency DATE OF
            COUNTRY         ADVERTISER      MEDIA AGENCY
                                                                2009       2008
                                                                                                         INCUMBENT                                                       Details
                                                                                    (Million)  WIN

                      PFIZER                  Mindshare          1          2        USD     Aug-05
                      WYETH LABORATORIES      MediaCom           3          2        USD     Nov-07

                                              MediaCom,                                                                   MediaCom handles baby formula that is estimated at 40-45% of the total account.
    SINGAPORE         WYETH                                      1          1        USD
                                                                                                                          Initiative handles the pharmaceutical division representing around 8% of the total account.
    MALAYSIA          WYETH                   MediaCom           1                   USD

    THAILAND          WYETH                Mindshare, Maxus      3          2        USD     Jun-06          MEC          Mindshare handles S26 milk product, Maxus handles supplementary products Centrum & Caltrate.

                                                                                                             UM,       2010: Won by MEC following a local pitch after Pfizer acquired Wyeth. Pitch managed by Faulkner
                                                 MEC             4          4        USD     Aug-10    ZenithOptimedia Media. Regional alignment for Universal. Zenith handles Ponstan & Terramycin only. Vizeum
                                                                                                          , Vizeum     handled $250K in 2009.

    PHILIPPINES                                                                                                           2010: Pitch against incumbent, managed by Faulkner Media from Australia. MEC will handle all on-
                      WYETH + WHITEHALL                                                                                   and off-line media planning and buying for Pfizer Consumer Healthcare and Wyeth Philippines
                                                 MEC             16         3        USD     Aug-10          Carat
                      PHARMACEUTICALS                                                                                     Carat has won the Digital plan & buy from Adformatix in Jan 08 (about $0,2m) following a local

                      PFIZER                    Maxus            6          3        USD
                      WYETH                ZenithOptimedia                  1        USD     Jan-07      United Media

                      PFIZER                MediaCom, In-
                                                                 3          2        USD                   Mindshare      MediaCom handles Oral Care part (est. 50%) which was transferred from Mindshare in 2006.
                      PHARMACEUTICAL           house

    HONG KONG                                                                                                             Wyeth has shifted all offline and online media duties for its infant milk formula and pharmaceutical
                      WYETH GROUP            OMD, Maxus          9          3        USD                     Maxus        products to OMD in 2009 March, from incumbent Maxus; following local pitch involving OMD,
                                                                                                                          Maxus and UM as well as other agencies. But Maxus still handles Centrum in 2009.

                                                                                                                          Pfizer awarded their account to Initiative, after a 3 way pitch against Dentsu and Zenith in March
                      VIAGRA PFIZER            Initiative                   1        USD     Jan-09      No incumbent     2009. As AOR, Initiative will be handling their media strategy, planning and buying services
                                                                                                                          nationally in China.

                                                                                                                        Jan 2010: Carat won TV buy partly from Mindshare after a local pitch against UM, Zenith and
    CHINA                                   Equinox, Carat,                                                             Mindshare.
                      WYETH GROUP            MediaCom,           64         65       USD     Feb-09                     In 2009, MediaCom won the plan of Centrum from Zenith after pitch against Carat & Zenith.
                                              Mindshare                                                                 ZenithOptimedia & Mindshare still share the TV buying after ZO lost 50% of TV buying to
                                                                                                                        Mindshare in 2007 Mar.

                                                Carat                       1        USD                                  New Product - Anti-Smoking
                      WYETH                  Media Palette       6          6        USD                     Carat        Media Palette has TV Media Partly from Carat in 2008. Carat has handled the account since 2004.

                                                                                                                          Pfizer has picked the Interpublic group of companies to manage the total communication
                                                                                                                          requirements for all their pharmaceutical brands in Australia following an intensive competitive pitch.
                      PFIZER PHARMACY            UM                                  AUD     Apr-08        MediaCom
                                                                                                                          Pfizer makes and sells 98 products in Australia - 96 prescriptions medications and two non-
    AUSTRALIA                                                                                                             prescription products.
                                                                                                                          PHD handles brands including: Centrum, Centrum Select, Advil, Caltrate, Dimetapp, Robitussin,
                      WYETH GROUP           Initiative, PHD      20         25       AUD     Jan-08        Total Adv      DeGas, Fort Dodge (animal health); while Initiative handles the Nutrition divison which was won in
                      PFIZER                  Spark PHD          1          1        USD                                  any change in 2007 July (under J&J review?)
                      WYETH                  Total Media         1          2        USD

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