Amersham picks CPR for proactive European PR work

Bio-tech giant Amersham Biosciences has hired CPR Worldwide for pan-European product PR work.

CPR was chosen last week after a five-way pitch, and is set to start work in March.

Amersham Biosciences global product PR manager Helen Petts said the company - which develops equipment for disease research and drug development - had not pursued 'proactive' product PR in Europe 'for a couple of years'.

CPR will work across Amersham Biosciences' five business areas: genomics, proteomics, bioassays, protein separations and informatics.

The agency will promote products such as the IN Cell Analyzer 3000, a sensitive imaging tool that uses a laser-based microscope system to osberve a drug compound entering a cell and the biological changes that occur in response to the drug.

Petts said CPR would target the bio-tech trade press, concentrating on western Europe and Scandinavia, to raise awareness.

Petts, who reports to Sweden-based V-P of brand comms Catarina Tagmark-Olaisson, joined Amersham in a newly created position in September last year, from a role as European PR manager for Cadence Design Systems.

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