Glaxo Wellcome has hired Sante Communications to develop a global
communications programme for its respiratory drugs, which form the
group’s largest business division.
The account was won after a four-way pitch against Ruder Finn, Shire
Hall and Countrywide Porter Novelli. Ruder Finn previously handled
project work for the division.
Work on the 12-month, six-figure fee contract started this week. The
account includes the pharmaceutical giant’s market-leading products for
asthma and chronic obstructive pulmonary disease, a condition primarily
associated with long-term smokers. Glaxo’s top selling asthma treatments
include Flixotide and Serevent. Sante will support the international
launch in May of new asthma treatment Seretide.
Sante managing director Liz Shanahan said: ’We have been briefed to lead
a global PR strategy on communications and also to give the local
companies templates that they can adapt and use.’ The agency will devise
media relations templates for Glaxo’s 76 local operating companies.
The agency will work with patient groups to raise awareness of the
In the UK there are an estimated 3.4 million asthma sufferers.
Glaxo Wellcome appointed Sante to promote its global neurology and
psychiatric range of products last year (PR Week, 23 October 1998).