Pfizer stays with Carat after review

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The review was launched in September and now Pfizer is keeping its estimated $1.2 billion media planning and buying biz at Aegis’ Carat—for 11 years in a row. The move comes after the pharma company earlier this year consolidated all buying for its Wyeth direct-to-consumer brands under Carat—and after Pfizer-Wyeth merger last year.


Media includes planning and buying for the pharmaceutical biz across all communications channels and for TV and print for OTC consumer health-care business in the U.S, said AdAge.

After a bit of a slump over the past couple years, Carat has brought in close to $1 billion in new business this year, including Red Bull and Diageo.


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Carl has been with RBR-TVBR since 1997 and is currently Managing Director/Senior Editor. Residing in Northern Virginia, he covers the business of broadcasting, advertising, programming, new media and engineering. He’s also done a great deal of interviews for the company and handles our ever-growing stable of bylined columnists.