The contract focuses on Fuzeon, the first of a new wave of anti-HIV drugs when it hit the market in 2003, and Roche's leading product of its type. The brief is also likely to cover Invirase.
Roche previously used Ketchum to handle UK PR for its HIV products. Ketchum said: 'We decided it was in the best interests of Fuzeon in the UK to be handled by a smaller agency.'
Roche continues to use Ketchum for global comms on HIV, a relationship that has existed for five years (PRWeek, 23 Feb 2001). Roche's UK links with Ketchum also continue in areas such as cancer.
Roche PR manager Greg Page said it was cranking up its Fuzeon comms following the appointment of a new brand marketing team.