NEWS: B-M beats two to land cardiovascular launch

Burson-Marsteller has beaten off Manning Selvage and Lee and Hill and

Knowlton to land a major pharmaceutical launch for Reckitt and Colman.

The agency was appointed to handle the UK launch of an unnamed

cardiovascular pro-duct, after pitching against H&K and MS&L last month.

Fees for the programme are described as ‘substantial’ and estimated to

be in excess of pounds 100,000.

The deal also puts B-M in line for the Senokot and Fybogel accounts -

currently being reviewed after MS&L ended its three year hold on the

business several months ago.

European category manager John Gardiner said an appointment on Senokot

and Fybogel was unlikely to be made ‘this side of Christmas’. Asked if

B-M would get the business he said: ‘we have only just begun the

relationship [with B-M] we would like to see how that progresses’.

Commenting on the nature of B-M’s current assignment, Gardiner described

it as ‘pre-launch work’ for the treatment which is prescription-only and

aimed at GPs and hospitals.

He confirmed the company would be pursuing approval for the drug in

other markets but any decision on PR support would be made closer to the

launch date, he said.

B-M has put a four-strong team on the business. led by managing director

of the healthcare division, David McCarthy. It is understood to be the

first piece of pharmaceutical business the agency has picked up from

Reckitt and Colman, although the company uses B-M on its hard surface

cleaners in Germany.