Shire Health International bags Abilify brief

Bristol-Myers Squibb and Otsuka have switched the pan-European account for schizophrenia drug Abilify from Ogilvy PR Worldwide to sister WPP agency Shire Health International.

The appointment will see Shire Health advising on comms surrounding the 19th congress of the European College of Neuropsychopharmacology in Paris this September. Shire Health won the work after what is understood to have been a three-way pitch in which BMS’s procurement staff were closely involved.

Ogilvy, which said it did not repitch, launched Abilify in Europe in June 2004 and promoted the brand until its final task: handling media relations surrounding the 14th European Congress of Psychiatry in Nice, France, in March.

Shire Health reports to BMS associate director of business and corporate communications EMEA Tessa Lush, and Otsuka senior comms manager, Europe, Alison Ross. Both are based in the UK.

Pope Woodhead continues to handle UK PR for the brand.

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