The agency is to handle DTC awareness-building, provide congress support, data publicity and new media work.
The agency’s US sister company Feinstein Kean is handling PR for the brand in North America. The Workhouse continues to handle UK PR for Exelon.
Ogilvy associate director Andrew Pearce is co-ordinating the account from London, reporting to Novartis Pharma director of neuroscience global product PR Bettina Maunz, who is based in Basle, Switzerland.
Pearce said: ‘Alzheimer’s disease is a condition that affects an increasing number of people.’
The Alzheimer’s Society estimates there are more than 750,000 people in the UK with dementia.