AZ calls in Tonic for prostate job

AstraZeneca has appointed Tonic Life Communications on a global contract to promote fresh study data on the benefits of its Zoladex brand in treating prostate cancer.

Tonic Life is aiming to highlight the fact that Zoladex is one of the few prostate cancer treatments with a proven survival benefit, as opposed to simply slowing the disease.

The Anglo-Swedish drugs giant hired the start-up outfit after a competitive pitch to handle a PR programme that centres on promoting the brand at international meetings and in medical publications.

It is understood the budget for Tonic Life’s programme is in the region of £150,000 and that the agency is the first to globally promote Zoladex’s efficacy in treating prostate cancer for at least a year.

Shire Health International (SHI) continues to promote Zoladex’s use as a breast-cancer treatment on a global basis.

News of Tonic Life’s contract emerges following last week’s hire of Hill & Knowlton to handle UK media relations for the brand (PRWeek, 28 January).

SHI continues to handle global communications for other AZ cancer brands, such as Faslodex and Arimidex.

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