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PFIZER ASSIGNS MEDIA ACCOUNT TO ZENITHOPTIMEDIA

By Adnews Staff

Toronto-based Pfizer Consumer Healthcare has assigned its $28 million media account to ZenithOptimedia. The company began a competitive review this summer following the merger of Pfizer with Pharmacia. Pfizer's incumbent agency was Bates. Pharmacia's incumbent firm was The Media Company. Five agencies were invited to participate in the media review: ZenithOptimedia, The Media Company, Carat, OMD and MindShare. ZenithOptimedia will be responsible for media planning and buying for brands including Listerine, Reactine, and Benylin.

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