Pfizer has consolidated all media buying for its Wyeth DTC brands under Carat, sending an additional $250 million in billings to the Aegis-owned shop.
Carat was Pfizer’s media buyer and planner of record prior to the merger with Wyeth last year, at which time media buying and planning was moved in-house. Now, the total Pfizer account in Carat’s hand is likely worth more than $1 billion in...
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