Pfizer eyes Carat for media prize;Merger with Warner-Lambert will create fourth-largest U.S. ad spender.(Brief Article)

Advertising Age,  May, 2000  by Goetzl, David; Linnett, Richard

Tags: advertisement, Pfizer Inc., Warner-Lambert

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When the merger of giants Pfizer and Warner-Lambert becomes official, the combined company will move up to become the No. 4 ad spender in the U.S. That has the industry abuzz over which media agency will be chosen to dole out those dollars.

Whether a formal review is launched or agency of record assignments are simply issued, industry observers predict Pfizer's media agency, Carat North America, New York, is likely to emerge with most or all of the combined $738 million planning and buying account.

Carat, many believe, would trump MindShare -- the combined media operations of J. ...

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