KANSAS CITY: Pharmaceutical firm Hoechst Marion Roussel (HMR) has
hired Cohn and Wolfe Healthcare to handle the global launch of its
rheumatoid arthritis drug Arava.
Arava will be launched next year and Cohn and Wolfe will work prior to
the launch on building awareness in the US, UK, France, Germany, Italy
and Spain. The agency will receive a six-figure fee for its work over
the next six months and will also handle communications for a further
The account team, led by Martin Ellis, Cohn and Wolfe’s international
director of healthcare, and will work closely with HMR’s teams in Kansas
and its European HQ in Frankfurt. Cohn and Wolfe will develop a
communications programme which can be developed for different markets by
HMR. In addition to the six main markets the drug may be marketed in up
to 30 additional countries.
HMR is part of Frankfurt-based holding company Hoechst. It also makes
drugs for hypertension and angina. HMR had turnover of pounds 4.62
billion in 1997, accounting for around 25 per cent of Hoechst’s total