Bristol-Myers Squibb initiates pitch for Plavix following Ogilvy's resignation

Medical Marketing and Media, Mar 2004 by Krisanits, Tracy

BRISTOL-MYERS Squibb has begun a review for the $70 million account of the prescription blood-thinning drug Plavix. The account was with WPP Group's Ogilvy & Mather.

An Ogilvy spokeswoman confirmed that the agency resigned the account in December after holding it for more than four years. Bristol-Myers Squibb, which co-markets Plavix with Sanofi-Synthelabo, declined to comment on the review.

A half-dozen agencies are reportedly taking part in the pitch for Plavix. Grey Global Group's Grey Worldwide, WPP's J Walter Thompson, and Omnicom Group's DDB Worldwide are among those participating.

Sales of Plavix totaled $1.67 billion in the 10-month period ending last October, making it Bristol-Myers Squibb's second best selling drug, behind Pravachol. BMS and Sanofi spent $62.3 million on Plavix over that same period, according to TNS Media Intelligence/CMR.-Tracy Krisanits