Alfredo will head the AstraZeneca account, working with a team of two. He will have the support of Edelman Brazil’s media intelligence service, a five-member team which collaborates with the media relations efforts of all the agency’s accounts.
Alfredo will report to AstraZeneca communications manager Fabio Zanini. Edelman will provide PR services to the pharmaceutical group across all its units in Brazil: corporate, cardiology, respiratory, oncology, gastro and clinical medicine.
The company initially planned to hire two Brazilian agencies, each of which would be responsible for two units, but decided to offer Edelman the entire account on the basis of its planning capacity, according to Alfredo.
AstraZeneca is the ninth-largest pharmaceutical group in Brazil, reporting revenues of 431 million reais (US$122m) in 2002. It has around 900 employees in the country.