Ogilvy to promote Lundbeck's antidepressant drug vortioxetine

Ogilvy's health team has won a global brief to help launch a drug mooted as a 'breakthrough treatment' for depression.

Depression specialist: Lundbeck’s headquarters in Denmark
Depression specialist: Lundbeck’s headquarters in Denmark

Lundbeck, a pharma firm that specialises in brain disorders, has appointed Ogilvy PR Health as the global agency for vortioxetine, its first new antidepressant in five years.

The agency will provide comms around its launch in all markets except the US. The brief includes medical and media comms, data dissemination and stakeholder management.

Comms around the launch in the US will be handled by Lundbeck’s commercial partner, Japanese pharma firm Takeda.

Vortioxetine is considered a ‘multimodal’ antidepressant, which means it is thought to work across a range of neurotransmitters, or signal-transmitting chemicals found in the brain.

The company hopes it will be more effective than many current antidepressants that act mainly on one type, such as serotonin.

Business unit head Joanne Wunder, who is leading on the account, said: ‘We are excited about the potential of vortioxetine because there is still significant unmet need in the area of depression. Many patients need to try two or more antidepressants before finding one that works for them.’

The drug is also seen as significant in ensuring the company’s future growth, as another antidepressant cipralex – for which Ogilvy also does global brand comms – is coming off patent protection.

Vortioxetine was submitted to EU and US regulators for approval in September and October this year.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.