The Daily Mail has described the product, which became available last week, as a ‘magic bullet'. It is licensed to treat two lethal cancers affecting the kidney and the gut.
The product, taken orally, is part of a new class of multi-targeted drugs, and works by starving tumours of their blood supply.
Sutent made history in the US in January when it became the first cancer drug to be simultaneously approved for two indications. It was given priority review by the Food and Drug Administration.
The appointment of Reynolds-MacKenzie comes 16 months after the agency won a three-way pitch to handle UK comms for Pfizer's Aromasin cancer drug (PRWeek, 22 April 2005).
Part of Reynolds-MacKenzie's ongoing brief is now to promote Pfizer as a significant player in the increasingly crowded cancer-drug arena.
The agency would only confirm that it was working on Sutent and declined to comment further. The firm, based in central London and run by Eva Reynolds and Alison MacKenzie, was launched in November 2004.