Viagra Digital Ad Work Goes to Rapp (Not Digitas)

While we noted yesterday that Digitas lost a piece of the Viagra business but would retain the CRM component, we can now safely say that the $20 million CRM account has landed at Rapp.

With McGarry Bowen taking on the $120 million creative duties and now Rapp, who will be handling everything but print and TV work, a Pfizer rep tells AdAge that “all of the agency needs for Viagra are going to be met.”

Update: Sources close to Digitas tell us that the agency “did lose a VERY small piece of Viagra biz, but it was under $1mill…definitely not $20 mil. Not sure where the other $18+ million in Viagra biz that Rapp won came from, but…definitely not from [Digitas].” As we alluded to yesterday, we’re now being told instead that it was only “a loss southward of $1 mil in relationship management biz.”

More: “McGarry Bowen Snatches Viagra from McCann”

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