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