NEW YORK: Novo Nordisk has chosen the healthcare practice of Weber
Shandwick World-wide over an undisclosed agency for work on new
hemophilia drug, NovoSeven, a blood coagulation product that passed
clinical trials and received FDA approval in 1999.
The appointment is part of a new executive strategy for more proactive
US public relations. Novo Nordisk expects to issue further RFPs later
Susan Jackson, director of corporate communications for Novo Nordisk,
said the company chose WSW because the team presented a creative
'In the past, our company has been rather conservative,' said
'There are ways to spice up even the basic things which we needed to
accomplish and Weber Shandwick did that.'
The agency won the dollars 500,000 account after losing a Novo Nordisk
diabetes account to Chandler Chicco (PRWeek, April 16).
Sandra Powers, EVP of WSW's healthcare practice, said outreach will
include physical education, specifically to hematologists, who will be
targeted mostly at trade shows.