NEWS: Asthma drug brand blows out Shire Hall

Allen and Hanburys, the asthma products subsidiary of pharmaceuticals giant Glaxo Wellcome, has dropped Shire Hall from its lucrative Flixotide public relations account.

Allen and Hanburys, the asthma products subsidiary of pharmaceuticals

giant Glaxo Wellcome, has dropped Shire Hall from its lucrative

Flixotide public relations account.



An inhaled steroid available on prescription, Flixotide has been

promoted by Shire Hall since it was launched in the UK three years ago.

Working with Glaxo Wellcome’s in-house marketing department, the agency

attempted to position the drug as the market leader in an increasingly

competitive respiratory drugs market.



The total public relations spend allocated to the drug each year is

around pounds 200,000. Agency fees are thought to account for around

half that.



Glaxo Wellcome’s senior communications executive Anette Kjoller

confirmed that Allen and Hanburys had decided to terminate its

relationship with Shire Hall, although the agency would continue to work

on existing Flixotide projects for the next two to three months.



Kjoller declined to explain why Shire Hall was being dropped, but

referred to ‘personal issues within the account team’.



‘There was a misunderstanding of what they delivered and what we

expected,’ she said.



Allen and Hanburys is now scouring the PR market for a replacement and

is believed to have approached at least one other healthcare specialist.



On sale in 30 countries, Flixotide netted sales worth pounds 36 million

in the first half of 1995 and is one of Glaxo Wellcome’s biggest earners

worldwide.



Shire Hall continues to work for the company on several other public

relations projects, including its asthma marketing development

programme, the Lamictal epilepsy drug and its Beconase and Flixonase hay

fever products.



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