The London-based company has brought in De Facto, which is part of Chime, to promote its repositioning via a B2B and corporate campaign.
The brief is initially UK-based in scope, but could grow to include global comms work.
BTG is behind an experimental medicine for conditions such as varicose veins, but is seeking to promote itself first and foremost as a developer of anti-ageing and neuroscience products.
Other products in its pipeline include medicines for Alzheimer’s, sleep apnoea, and prostate and gastric cancer.
De Facto has secured a 12-month contract to ‘build key messages’ to tackle ‘misconceptions’ of BTG, according to agency account director Maria Patey.
Patey is working on the business alongside agency CEO Richard Anderson, reporting to BTG comms director Simon Bunegar and marketing programmes manager Nicole Yost.
BTG’s chief executive, Louise Makin, has just completed a radical cost-cutting programme at the company as part of its plans to reposition itself as a ‘medical innovations firm’.
The company has around 50 novel projects in various stages of development. It is currently looking for a major pharma company to fund work on varicose veins treatment Varisolve. The product has completed phase III trials in Europe and phase II trials in the US.
In addition to the UK, BTG also boasts a presence in the US and Japan.