Neon | Agency Profile, Contacts, AOR, Client Relationships

• The global review will be handled in-house by Drew Panayiotou, Pfizer's CMO since September 2022.
  • I predicted that agency reviews would follow his appointment.
• Over the years, Pfizer has worked with several agencies such as Assembly (media), Carat (media), VMLY&R (creative), and Grey (creative).
• The company will likely:
  • Keep increasing spend
  • Shift strategy, especially once it taps a new agency partner
  • Conduct additional agency reviews when this one concludes
• Target demographic: 
  • ​​​​​​​A wide target demographic ranging from Gen-Z through Gen-X

Recent leadership shifts:

• Since Panayiotou's hire, Pfizer has made many hires including consumer marketing director Jonathan Sumler (December 2022) and customer engagement platforms VP and technology lead Bill Worple (February 2023).

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • 2021-2022 spend: In 2022, Pfizer spent approximately $267.8m on national TV commercials, more than 5x the approximately $45m spent in 2021.
  • 2022 ad programming: Its 2022 commercials targeted Gen-X watching shows and movies such as A Golden Christmas, Montross: Blood Rules, Gold Rush, Men in Black 3, and Mid-Love Crisis.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • 2021-2022 spend: The company allocated roughly $129.7m toward digital ads last year, 27% more than the roughly $102m allocated in 2021.
  • 2022 data: Pfizer earned about 16.3b digital impressions in 2021 via Facebook (68%), Instagram (19%), desktop video (6%), desktop display (3%), mobile display (2%), and Twitter (1%) ads.
• Additional channel insights  
  • The company utilizes print, OOH, radio, local broadcast, Google Ads, Twitter, and online video (primarily Youtube.com) ads.
  • Pfizer sponsors podcasts such as The Glenn Beck Program, Dateline NBC, Up First, Stuff You Should Know, and Conan O'Brien Needs A Friend.
  • Additionally, the company invests in short-form DRTV ads.
    • ​​​​​​​Pfizer has very highly concentrated network TV coverage, and it's likely a campaign will launch in around 30 days.
    • Its top TV networks include UP, TVL, LIFE, DLFE, and LMN.

Additional agency insights:

• Opportunity: Get in touch soon to be included in the agency review.
  • ​​​​​​​Pfizer and all of the agency partners listed below are headquartered in NY, so an advantage may go to those in the NE.
  • An additional advantage will likely go to those with health and pharmaceuticals experience.
• Current agency roster:
  • ​​​​​​​In-House: Media
  • : Creative AOR
  • : Creative AOR
  • : Creative AOR
  • : Digital AOR
  • : Media agency partner
  • : PR agency partner

Insight Sources: Broadcast insights estimated by Media Analytics.