MAC wins global brief for asthma drug Pulmicort

AstraZeneca has hired Medical Action Communications (MAC), the UK’s biggest healthcare PR agency, to handle asthma drug Pulmicort on a global basis.

AstraZeneca has hired Medical Action Communications (MAC), the UK’s

biggest healthcare PR agency, to handle asthma drug Pulmicort on a

global basis.



The account is worth over pounds 1 million in fees and will be led from

MAC’s London office. It was won following a three-way pitch against

healthcare specialists Sudler and Hennessey and McCann-Erickson

Healthcare Worldwide, both based in New York.



MAC account director Rob Britt will lead the account, reporting to

global brand manager Karen Jacobs, who is based in Sweden. The focus

will be on developing a strategy to ’recharacterise’ the brand, and in

2001 MAC will roll out a global, multi-discipline communications

programme.



Pulmicort is mid-way through its patent lifespan and AstraZeneca is

aiming to boost its profile and sales.



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