Cohn and Wolfe wins work on new inhalers

Boehringer Ingelheim, the German pharmaceutical giant, has chosen

Cohn and Wolfe to support the global introduction of non-CFC propelled

inhalers.

The programme is likely to last for between three and five years.

Inhalers used for the treatment of asthma and other respiratory

conditions, are currently propelled by CFCs. The Montreal Protocol, an

international treaty signed by 130 countries in 1987, resulted in the

ban of all CFCs by 2005.

Martin Ellis, deputy managing director at C&W, said: ’The key task is to

ensure a seamless transition. Patients get very concerned about changes

of medication and the medical profession needs to know that the new

inhalers are as effective.’

The programme will also address the differing interpretations of the

Montreal Protocol by regulatory authorities worldwide. Some may phase

out the CFC inhalers gradually, while others may ban them

immediately.

The strategy devised by Cohn and Wolfe will be implemented in individual

markets by local PR agencies.

- Cohn and Wolfe has expanded its healthcare team with the appointment

of Fiona Stratford as account director. Stratford was made redundant

from her job as public affairs manager at Bristol Myers Squibb in

June(PR Week, 13 June). ’Six months in-house gave me a wealth of

experience,’ said Stratford, who joined BMS in November from

Burson-Marsteller.