Resolute to plug Roche’s Avastin

Roche Products has hired Resolute Communications to handle UK PR for the launch of bowel cancer drug Avastin.

The agency has been appointed to handle the pre and post-launch PR for the drug, which is currently awaiting EU approval.

Avastin will be promoted as a new way to treat cancer – it targets angiogenesis, the growth of blood vessels that supply oxygen and nutrients to tumours.

The drug already has approval in the US for the treatment of advanced bowel cancer.

Resolute won the business following a two-way pitch. It scooped the account to promote the drug globally, excluding the US, earlier this year.

The account is led by Resolute associate director Diane Ross and joint managing director Paul Blackburn, who report to Roche pharma PR manager Rebecca Hunt.

Ross said oncologists were a key target, as well as specialist media titles such as Lancet Oncology.

Roche sought EU approval for the drug at the start of the year. If granted, a launch is expected early next year.

Last month, Roche appointed Gretchen Fricko as international communications manager for its oncology franchise.

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