Pfizer moves global creative from IPG to Publicis

Delhi: Pfizer has transferred its global creative responsibilities from Interpublic Group’s FCB and IPG Health to Publicis, a move occurring 10 months after consolidating its operations with the aforementioned holding companies.

While IPG continues to manage Pfizer’s PR account, which it secured in June, the task is shared among PR firms such as Weber Shandwick and Golin, operating under the unified structure of Dxtra Health. 

Pfizer has confirmed plans for a "full integration of creative within the existing Publicis framework," which already encompasses data, media, and production.

Last May, the pharmaceutical giant appointed IPG for global creative tasks and Publicis Groupe for media planning and purchasing activities.

Previously, Pfizer collaborated with various agencies worldwide, including Dentsu’s Carat and iProspect for media-related endeavors, as well as WPP’s dedicated unit, Team Pfizer, for creative assignments.

Publicis has already been involved in creative production for Pfizer, with Publicis Conseil and LeTruc/Publicis NY spearheading the brand’s Super Bowl commercial earlier this year.

This shift follows Pfizer's report of its lowest annual revenue since 2020, with a notable decline of 41% to $58.5 billion in 2023, down from the previous record-high revenue of $100.3 billion.