The Brussels-based pharma company hired Athena for the newly created remit after a two-way pitch against Ogilvy PR Worldwide (PRWeek, 31 October 2003).
The agency is handling media relations, patient communications and an opinion-leader development programme, as well as medical education for primary care physicians and PR training.
Athena will also promote new formulations of the product, such as next week’s launch of Xyzal paediatric drops in Switzerland, plus other products in UCB’s allergy franchise on an ad hoc basis.
Xyzal launched in the UK last year and is available in most major markets.
In the UK, the brand is still promoted by Ketchum. Both agencies report to UCB head of pharma communications Margaret Morgan.