Publicis Groupe and IPG have emerged as the winners of Pfizer’s integrated advertising review.

IPG has been named as Pfizer’s “lead creative partner,” while Publicis will handle media, data, tech and production. The review, initiated in February by the company’s new CMO Drew Panayuotou, covered all elements of the health science company’s advertising business and aimed to integrate assignments that were held by several different agencies across markets.

Neither agency network has commented on whether it will service their assignments with existing agency brands or if they plan to set up new dedicated units for the business, or how it will be handled at the regional level.

According to COMvergence data, Pfizer spent nearly $1.5 billion USD on measured media globally last year, with $1.2 billion USD of that in North America. Pfizer said in its 2022 annual report that it spent $2.8 billion USD on advertising last year, up from $2 billion USD the year prior.