Pfizer's decision to solicit pitches from WPP, Interpublic, and Omnicom, inviting each holding company to offer its "best of breed" to work on its cardiovascular drugs category, demands that agencies within these holding companies put their individual brands to one side and identify the best possible people to service the account. In a similar story, Aventis chose Omnicom to service its oncology account, in that case across marketing disciplines.
The Pfizer pitch will no doubt become a fascinating spectator sport ...