Healthcare: Start-up wins Pfizer Aromasin UK launch

Pfizer has called in start-up healthcare agency Reynolds- MacKenzie to promote the UK launch of the post-surgical treatment licence for its metastatic breast cancer drug Aromasin.

The agency secured the brief following a three-way pitch. Incumbent Fleishman-Hillard is understood to have declined to repitch.

It will launch the licence for Aromasin in the treatment for early breast cancer in post-menopausal women after two to three years of treatment with the standard drug, tamoxifen, to medical and consumer media. Pfizer expects to secure the UK licence later this year.

F-H's med ed arm The Remedy continues to promote the brand in the UK.

The account is being jointly led by Eva Reynolds and Alison MacKenzie, the agency's two directors, reporting to Pfizer product comms manager for oncology Emily Bone. The duo left Burson-Marsteller as non-board-level directors to launch their agency last November.

Other agency clients are Merck Sharp & Dohme and Novartis.

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