The hire of C&W, which replaces Ketchum, follows a three-month trial period promoting the drug.
C&W Healthcare director Jeremy Clark said 2004 will see the launch of Exanta in its first indication, as well as trials for chronic indications for the treatment of atrial fibrillation, a condition that can lead to strokes and deep vein thrombosis.
C&W has created a strategic PR plan for 2004 that focuses on the communication of trial results and education of specialists through trade press as well as the wider medical community and patients using Warfarin. C&W will also co-ordinate launch events.
C&W will work alongside Chandler Chicco Agency, which has handled the UK Exanta account since 2002.
Exanta is not available in the UK but CCA PR consultant Camilla Bull said it is expected to be given the go-ahead this year.