The agency won a four-way pitch for a contract that spans consumer and trade media relations and a medical education element to promote the expansion of Coversyl within the cardiovascular disease area.
CPR UK had handled the account for around three years. However, the agency’s global arm, CPR Worldwide, continues to handle international PR for Coversyl and it is understood that its contract is not being reviewed.
Coversyl is a unique ACE inhibitor currently indicated for the management of hypertension and congestive heart failure.
Regulatory approval is expected later this year for its cardiovascular indication.
Cardiovascular disease is the biggest killer in the UK, where mortality rates are among the highest in the world: it kills one in four men and one in six women.
The PR blitz will focus on promoting the results of the milestone EUROPA trial, the largest trial into patients with coronary heart disease, which demonstrated that Coversyl can prevent heart attacks and cardiovascular deaths in people who have heart disease.
Coversyl hit the headlines in March when research, unveiled at the American College of Cardiology’s annual meeting, showed the drug can reduce the combined risk of cardiovascular death and heart attacks in diabetics with coronary heart disease by up to 19 per cent.
CPR UK managing director Richard Kenyon said: ‘We respect [Servier’s] need to look for a new direction.’
Avenue HKM reports to Servier cardiovascular group project manager Esther Drain.