Reynolds-MacKenzie in Pfizer cancer drive

Pfizer is using Reynolds-MacKenzie to handle the UK launch campaign for its hotly tipped cancer drug, Sutent.

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.

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