Pfizer Canada has tapped Montreal agency Tank for creative and promotional duties directed at health-care professionals for its brands Celebrex, which treats arthritis symptoms, and Lyrica, which treats fibromyalgia.
Tank won the account over three other pitching agencies, which both the agency and Pfizer declined to name.
“Tank demonstrated a clear understanding of our communication objectives with health-care professionals,” said Pfizer Canada spokesperson Heather Bisset. “We’re really looking forward to working with them in this great new partnership.”
Six months ago, Tank won the consumer business for Lyrica. “We have a lot of experience in health-care communications, which is a tough piece of business to get when you do a lot of consumer work,” said Tank president Marc Lanouette. “Typically, it’s very rare [that] they give health-care business to an agency with consumer work, but I think we position ourselves as the best of both worlds. And the way the health-care business is going, the consumer plays a big part in the decision-making process, so an agency that understands the needs of health-care professionals as well as consumers has an advantage.
“It’s a bold move for Pfizer to make but one we’re pleased with.”
Bisset said that the company regularly reviews agency relationships, and this most recent change doesn’t necessarily represent a change in strategy for either brand.
