Pfizer Makes Publicis New Global Creative Duties Partner

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Pfizer is making some changes.

Last year, Pfizer announced that it had chosen Interpublic Group (IPG) to handle its product PR, along with serving as its lead creative network. In June of 2023, PR Week reported that Pfizer came to the decision after it went through a period of reassessment of its marketing partnerships.

At the time, a spokesperson for Pfizer told PR Week¹ that IPG had “demonstrated ability due to bringing together both healthcare and consumer leaders around the world for the benefit of their clients.”

Now, less than a year later, Pfizer is making more changes to its marketing partnerships.

According to a report from Campaign US,² Pfizer will now be working with Publicis for its global creative duties. IPG will still hold Pfizer’s PR account along with the company’s health remits. Publicis previously handled Pfizer’s integrated global engine work.

Groups under Publicis’ umbrella reportedly worked on Pfizer’s Super Bowl commercial, which aired during this year’s game.

In a statement obtained by Campaign US, a spokesperson for Pfizer said, “As Pfizer evolves its marketing model, the company is deeply committed to the flexible, two-agency partnership that was put in place last year. Publicis and IPG, each with their respective areas of responsibility, will continue to help drive cutting-edge and data-driven integrated marketing communications focused on the value of our science and our breakthroughs.”

The move appears to be part of Pfizer’s post-pandemic strategy. During the pandemic, Pfizer saw record profits, likely due to its production of a vital COVID-19 vaccine. As the pandemic subsided, however, Pfizer saw its profits drop significantly. It’s important to note that the industry as a whole saw a significant decline following the pandemic.

Pfizer isn’t just making big moves when it comes to its marketing partnerships.

In December of 2023, Pfizer announced that it had completed the regulatory requirements to finalize its acquisition of Seagen, Inc.³ At the time, the deal was valued at $43 billion, and was reportedly part of the company’s strategy to bolster its oncology portfolio.

At the time, Pfzier chairman and CEO Dr. Albert Bourla said in a press release, “Pfizer is deploying its financial resources to advance the battle against cancer, a leading cause of death worldwide with a significant impact on public health. Together, Pfizer and Seagen seek to accelerate the next generation of cancer breakthroughs and bring new solutions to patients by combining the power of Seagen’s (ADC) technology with the scale and strength of Pfizer’s capabilities and expertise. Oncology continues to be the largest growth driver in global medicine, and this acquisition will enhance Pfizer’s position in this important space and contribute meaningfully to the achievement of Pfizer’s near- and long-term financial goals.”

Sources

1. Bradley, Diana. Pfizer Picks Interpublic Group to Handle Product PR. PR Week. June 7, 2023. Accessed March 29, 2024. https://www.prweek.com/article/1825617/pfizer-picks-interpublic-group-handle-product-pr
2. Weissbrot, Alison; Heygate, Jessica; Calfee, Bailey; Spanier, Gideon. Pfizer Moves Creative from IPG to Publicis After Just 10 Months. Campaign US. March 27, 2024. Accessed March 29, 2024. https://www.campaignlive.com/article/pfizer-moves-creative-ipg-publicis-just-10-months/1867004
3. James, Davy. Pfizer Clears Final Regulatory Hurdles to Acquire Seagen Inc. Pharmaceutical Executive. December 13, 2023. Accessed March 29, 2024. https://www.pharmexec.com/view/pfizer-clears-final-regulatory-hurdles-to-acquire-seagen-inc