Pope Woodhead saw off PR agency giants Burson-Marsteller (B-M) and Weber Shandwick (WS), plus healthcare boutique The Workhouse, in a four-way pitch.
The agency was first drafted in to promote Abilify, which launched in Europe last June, three years ago.
But it was forced to repitch as part of B-MS's 'standard internal evaluation procedure', according to B-MS corporate affairs manager Caroline Almeida.
Almeida said a more 'creative' approach to Abilify's UK PR was on the cards but declined to disclose details. Cambridgeshire-based Pope Woodhead has put a five-strong team on the account.
4D Communications continues to handle UK med ed for Abilify while B-M handles global med ed for the product.
Pope Woodhead reports to both Almeida and Otsuka comms manager Melanie Rochford.