M e d i c i n e A ve 2 PDUFA IV was incorporated into legislation called the FDA Modernization Act of 1997 (FDAMA), which, in turn, became a far-reaching expansion of FDA authority known as the as the 1997 FDA Act. The average number of NDAs has been trending downward since 1980, from a high of 163 per year during the 1980s, to 115 per year in the 1990s and 112 per year since the turn of the century. Meanwhile, the average number of new molecular entities (NMEs) approved increased from a low of 22 per year during the 1980s, to a high of 31 per year during the 1990s, before falling back to about 24 per year during the early part of the 21st century. Since NME approvals generally are interpreted as a sign of robust innovation, these declining numbers have aroused significant concern about the health of the industry. Pfizer's Lipitor, launched in 1996, was the fastest prescription drug to reach sales of a billion dollars, and began an era of new blockbuster drugs. Over a 15- to 20- year period, the advertising industry continued to be provided with abundant opportunities to demonstrate its creative and marketing communications effectiveness in journal advertising, direct-to-consumer advertising and sales support material. The Merger Decade—Agency Start-ups, Mergers, and Consolidations The 1990s have often been called the merger decade, as this period witnessed a significant number of agency and client mergers and acquisitions. In 1990, Lally, McFarland & Pantello became part of Euro RSCG along with Robert A. Becker. In 1992, WPP acquired Ferguson Communications and created CommonHealth, an international healthcare communications network; in 2000, Sudler & Flennessey was added to the group. 86
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