LONDON: Pharma company Boehringer Ingelheim has hired Pegasus to promote a treatment for irritable bowel syndrome.
The agency won the account to deliver a UK PR program for over-the-counter brand Buscopan following a four-way competitive pitch.
The account work will focus on communicating to IBS sufferers the role of the product as an antispasmodic treatment.
Associate director Chris Webb, who will lead the account at Pegasus, said the work will involve providing practical help and support to IBS sufferers.
“Not only will this reinforce the product as the gold-standard treatment, but it will also help the brand build an emotional connection with IBS sufferers, supporting the more functional message delivered by the advertising,” he said.
Pegasus will report to Buscopan brand manager Hazel Richards, who said the agency had demonstrated a strong understanding of the brand, the target audience, and the media environment during the pitch process.
This story originally appeared on the website of PRWeek UK.