I wrote on AdScam yesterday about Kaplan Thaler’s win of the $75 million Lipitor account. Reading further news on it, a couple of things bugged me… Yes, even more than usual… The review between WPP’s JWT, McGarryBowen, and Kaplan Thaler, has been going on for SEVEN months! And, most of that time has been taken up TESTING creative from each of the finalists! So you know anything original in that mix has been beaten down to the usual pap that “well-tested advertising” always ends up as. You also know that all three finalists spent enough money on the pitch to rebuild New Orleans and the entire state of Louisiana. And, it goes without saying that the two losers will just have to swallow that loss (or bury it in existing client fees.) Because even if they were paid some kind of rejection fee, it won’t even cover a fraction of what they spent. No wonder I call them Big Dumb Agencies (BDA’s) Finally, as Kaplan Thaler is already the agency of record for Pfizer's anti-depressant drug Zoloft and its painkiller Celebrex. We know what kind of abysmal stuff we can look forward to on Lipitor.
I meant to say "Take my Lipitor."
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