Glaxo appoints Red for global IBS treatment PR

The Red Consultancy has won a brief from Glaxo Wellcome to launch its Irritable Bowel Syndrome (IBS) treatment Lotronex on a global basis.

The Red Consultancy has won a brief from Glaxo Wellcome to launch

its Irritable Bowel Syndrome (IBS) treatment Lotronex on a global

basis.



It was awarded following a five-way pitch. The account, worth six

figures, will be headed by director Amanda Duncan. She reports to Marian

Tadman, global PR manager at Glaxo Wellcome.



With a brief to raise awareness of IBS among a consumer audience -

especially women - and motivate them to present their symptoms to their

doctors, Red will be devising a strategy to target this audience, rather

than GPs and other healthcare professionals. Tadman said: ’The consumer

focus of this global launch represents a new and innovative direction

for Glaxo Wellcome’s communications.’



The strategy will be tailored for each market, and cover countries

outside the US including the UK, France, Korea, Australia and Mexico.

’We have been asked to provide a ’masterclass’ approach which will

deliver leading edge consumer communications programmes for Glaxo

Wellcome local operating companies,’ said Red’s managing director Lesley

Brend. It is the first time Glaxo Wellcome has used the Red Consultancy.



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