Glaxo Wellcome will hear pitches at the end of this year for an
account to mount the PR launch of its first smoking cessation product,
The drug, claimed to help people stop smoking, stay happy and lose
weight, has been billed in the media as potentially bigger than
But Glaxo Wellcome communications manager Philip Thompson said the
company was keen to avoid over-hyping the product as a ’wonder’
’We are looking for a consumer and healthcare campaign, issues
management and strong media relations,’ said Thompson.
CPR Worldwide was appointed earlier this year to run an anti-smoking
campaign across Europe, aimed at consumers and government, in the run-up
to the drug’s launch (PR Week, 4 May).
Manning Selvage and Lee and Cohn and Wolfe are known to have pitched for
Currently awaiting licensing from the European and UK regulatory
authorities, Glaxo Wellcome expects to launch Zyban in the UK next
Zyban has been launched in the US, Canada and Mexico and, according to
the firm, has helped more than one million people quit smoking.