Glaxo hands PR for respiratory drugs to Sante

Glaxo Wellcome has hired Sante Communications to develop a global communications programme for its respiratory drugs, which form the group’s largest business division.

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

treatments.



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).



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