Hasta La Creative!

As one of the largest marketers in the world, pharma giant Pfizer has long worked with an array of marketing partners, but that list will be drastically cut over the course of the next 18 months. After a review process that Ad Age first reported in April, the company has decided to consolidate creative advertising duties globally with a trio of holding companies: WPP, Omnicom Group and Publicis Groupe.

“As a result of our periodic assessment of our agency partners, we have decided to consolidate our brand marketing into fewer holding companies,” a spokeswoman said.

She declined to comment further but acknowledged the move is global and that the consolidation will spark a wave of shifts on various assignments that will take some time. The shifts are likely not to be complete until end of 2013 or beginning of 2014.

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