• Ad Age, Friday, February 1, 2008 11:30 AM

Sepracor is moving its massive $300 million creative advertising account for Lunesta to Kaplan Thaler Group from McCann Erickson Worldwide, insiders say. Incumbent McCann Humancare -- a health-care marketing arm of Interpublic Group -- tried to keep the business, put into review late last year.

No one is talking for the reord but Lunesta looks to join a Kaplan Thaler client list that includes Aflac, Continental Airlines and Outback Steakhouse. Sepracor spent $298 million on U.S. measured media in 2006 on Lunesta -- and $230 million between January and September 2007, according to TNS Media Intelligence.

Sepracor, battling insomnia drug rival Ambien, is also trying to push its Lunesta franchise abroad, entering into alliances with GlaxoSmithKline and Eisai Co. for international development and marketing. Media duties for Lunesta, currently handled by Interpublic's Initiative, are not yet in play.

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