PN scoops Effexor job from Edelman

PRINCETON, NJ: Wyeth-Ayerst Laboratories, the pharmaceutical

division of American Home Products, has handed the account for its

antidepressant drug Effexor over to Porter Novelli's healthcare

practice.



Previously, Edelman was in charge of the Effexor brand. It took the drug

through its launch phase, and also helped with the creation of the

Effexor website. No reason was given for the change in agencies.



A potential blockbuster, Effexor was given FDA approval in 1994. The

drug is used to treat depression and generalized anxiety disorder

(GAD).



Its main competitors are Eli Lilly's Prozac, Pfizer's Zoloft, and

GlaxoSmithKline's Paxil. In 2000, the drug posted retail sales in excess

of $800,000, and was ranked 24 in Drug Topic magazine's Top 200

Brand Name Drugs by retail sales in 2000. It is the only drug authorized

to treat both depression and GAD.



Porter Novelli's other healthcare clients include Pfizer,

Schering-Plough, Novartis, Bristol-Myers Squibb, and Abbott Diagnostics.



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