AstraZeneca has hired Medical Action Communications (MAC), the UK’s
biggest healthcare PR agency, to handle asthma drug Pulmicort on a
The account is worth over pounds 1 million in fees and will be led from
MAC’s London office. It was won following a three-way pitch against
healthcare specialists Sudler and Hennessey and McCann-Erickson
Healthcare Worldwide, both based in New York.
MAC account director Rob Britt will lead the account, reporting to
global brand manager Karen Jacobs, who is based in Sweden. The focus
will be on developing a strategy to ’recharacterise’ the brand, and in
2001 MAC will roll out a global, multi-discipline communications
Pulmicort is mid-way through its patent lifespan and AstraZeneca is
aiming to boost its profile and sales.