NEW YORK: GlaxoSmithKline (GSK) has selected GCI Group to handle global communications for its migraine product Imigran. The account, run out of the agency's New York and Chicago offices, will cover all markets where the product is sold, except the US.
"Our biggest challenge in handling a global account like this is dealing with each market's unique situation," said Lynda Woodworth, VP in the agency's healthcare practice and leader on the account. "We need to tailor the work we do, based on when the drug was approved."
Imigran is just now being launched in Japan, for example, but it has already been available in the UK for 10 years.
Woodworth described her team of four as "backbone, behind-the-scenes support" for GSK's global operations. The group is entrusted with providing training, campaign ideas, spokesperson guidelines, and b-roll materials for GSK's internal communications staff. GCI will also develop an intranet resource for in-house teams working on Imigran.