Beasley, Allen, Crow, Methvin, Portis & Miles, P.C.

It looks like there is another ominous blip in the Chantix radar. Pfizer decided to ditch the ad agency it has been using for its Chantix advertisements. The announcement comes after the company announced the smoking cessation drug’s fourth quarter earnings, which fell 36 percent from the same time last year to $180 million.

Promoting the embattled and controversial drug will now be the responsibility of mcgarrybowen, which is a subsidiary of the Japanese ad giant Dentsu. Pfizer had been using McCann HumanCare to promote Chantix since 2007. Since that time, the drug has been linked to depression, suicide ideation, moodiness, erratic or unpredictable behavior, and a spectrum of other potentially deadly psychological and physical side effects.

Pfizer, who normally outspends its competition promoting its products, reportedly spent more than $60 million on advertising for Chantix last year. The massive sum, however, apparently was still not enough to turn the tide. The number of Chantix prescriptions tapered off in North America ever since the drug earned top spot on the list of America’s most dangerous drugs. In the final quarter of 2008 they began to drop.

Chantix may be falling short of blockbuster expectations, but for now its appeal is situated in an odd place — a place between knowing that it could kill you and knowing that smoking will almost certainly kill you. For many people, it may just be the lesser of two evils.

Will mcgarrybowen capitalize on that premise (take the honest approach) or just ignore that Chantix is the most dangerous FDA-approved drug in the country right now? It’s anyone’s guess what will replace the old tortoise and the hare.

“The needs of the Chantix brand continue to evolve,” a Pfizer representative said in a report published by Adweek.”Mcgarrybowen presented us with very innovative ideas that we feel best meet the needs of this brand at this time.”

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