Pharmacia rethinks agency affiliations

PEAPACK, NJ: Pharmacia Corporation is poised to review its PR agency relationships following the promotion of Jeffrey Winton to VP, communications, global business management.

PEAPACK, NJ: Pharmacia Corporation is poised to review its PR agency relationships following the promotion of Jeffrey Winton to VP, communications, global business management.

PEAPACK, NJ: Pharmacia Corporation is poised to review its PR agency relationships following the promotion of Jeffrey Winton to VP, communications, global business management.

Winton is making the PR rethink a priority, as part of a strategy to increase the global strength of Pharmacia's brands. The company inherited some agencies in a merger with Monsanto and its pharmaceutical division, GD Searle, in March.

Agencies potentially affected include Manning, Selvage & Lee, which handles Celebrex, an arthritis medication; Edelman, which handles Zyvbox, an overactive bladder treatment; and Belsito & Co., which manages the account for Genotropin, a growth hormone.

'We're probably going to be making some changes,' Winton said. 'Ideally we would have just one or two agencies, but with the PR mergers, every time you turn around the agencies have a conflict.'

Winton will also focus on increasing advocacy. The company already has relationships with such organizations as the Susan G. Komen Breast Cancer Foundation and the American Cancer Society. 'Third parties give credibility,' Winton said. 'They help us tell the story.'

Winton joined Pharmacia in 1998 as group director, PR and patient education.

He was previously employed by Hoffman-LaRoche.



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