Roche hands oncology drug brief to Synergy

Gemma O'Reilly 24-Apr-08

Pharma firm Roche has selected healthcare shop Synergy to handle comms activity for its oncology drug Xeloda.

Synergy was awarded the account following a competitive pitch against four undisclosed agencies. The account was put out to pitch earlier this year .

Synergy replaces five-year incumbent Ketchum who declined to repitch for the account. It will report into Roche Oncology PR manager Louise Pontifex.

Roche senior PR strategy manager Greg Page said of the appointment: 'The oncology market is becoming increasingly crowded. Synergy will need to recognise unique opportunities in the healthcare market for the drug.'

Synergy was created in November 2007 through the merger of Synergy Medical Education and healthcare PR specialist Workhouse.

Ketchum continues to work on other Roche products, which make up part of the pharma company's portfolio of oncology drugs.

It has been the incumbent for Roche's Herceptin drug for the past six years and has worked on its Avastic and Tarceva accounts for three years.

 

 

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