Pfizer appoints WWAV to OTC Viagra account
Pharmaceuticals giant Pfizer is understood to have appointed WWAV Rapp Collins London to its ВЈ10m pan-European consumer marketing account for Viagra, which it plans to sell over the counter (OTC) in the UK for the first time.
The agency beat Tullo Marshall Warren (TMW) in a head-to-head pitch. Tequila/London was knocked out at an earlier stage.
WWAV will initially raise awareness of Viagra’s new status once it has secured a licence to sell the drug OTC. The agency will then be tasked with on and offline customer management programmes on an ongoing basis.
The erectile dysfunction brand was launched in 1993 and is now taken by nearly 30 million men globally. It is currently only available on prescription.
WWAV has handled Viagra’s marketing account for the prescription drug for the past six years and the pharmaceutical firm was one of the agency’s first clients when it launched Rapp Collins Consumer Health division. The hub was set up to establish the European agency network’s relationship marketing credentials.
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