HSD completes UK Solaraze swoop

Resolute Communications has lost its three-year grip on the UK PR account for Shire Pharmaceuticals’ Solaraze to HSD Communications.

The decision comes just weeks after HSD bagged a UK med ed brief for Solaraze (PRWeek, 13 January) – a treatment for actinic
keratosis, a precursor to skin cancer.

Resolute was involved in a head-to-head pitch against HSD for the PR contract. Its joint CEO Paul Blackburn said: 'We believe we have set a benchmark for awareness of actinic keratosis and wish HSD success.'

NICE released guidance on skin cancer treatment just last month.
The rolling of the entire UK brief into HSD completes a multi-stage brand review that kicked off in the middle of last year.

Resolute continues to handle international work for Shire on the brand.

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