NEW YORK: Chandler Chicco (CCA) has been named agency of record for
the multiple product lines of two top healthcare companies, Amgen and
Amgen, a leading biotechnology company, had previously used the firm on
a project basis. The company will continue to retain Golin/Harris for
its corporate PR. However, Ogilvy PR and Manning, Selvage & Lee, which
it had used for various products, will lose out.
'Having one agency gives us a chance to do branding across indications,'
said Jeff Richardson, Amgen's director of global PR. The account is
worth several million dollars.
One factor in CCA's favor was the assurance that Amgen would be working
directly and frequently with agency principals Gianfranco Chicco and
Richardson said the fiercely competitive environment makes a strong PR
strategy vital to success. 'It's the old formula that if you want
awareness, you use advertising, and if you want education and
understanding, you use PR,' he said.
'We are going up against some very big companies that have more
resources than we do, like Johnson & Johnson,' Richardson continued.
'How do you gain awareness against a competitor 10 times your size?'
For Denmark-based Novo Nordisk, which primarily develops treatments for
diabetes, CCA will be responsible for strengthening patient and
professional relationships, and overseeing product launches. 'We are
launching six major diabetes drugs in the next two to three years,' said
Tim Slee, the company's international communications manager. 'That's a
Novo Nordisk had retained GCI in London and is now trying to raise its
profile in the US.