The appointment will see the agency targeting consumers and healthcare professionals to promote the OTC painkiller, which Reckitt acquired as part of its purchase of Boots Healthcare International earlier this year.
Virgo's appointment follows a five-way pitch against ‘several mainstream international agencies', according to Simon Merritt, global category director for analgesics at Reckitt.
He said the agency would ‘work on reputation management and provide support for our key global brand launches'.
The selection of Virgo is intriguing, given the agency was hired 18 months ago to handle a major campaign for rival Anadin (for Wyeth Consumer Healthcare) in the UK (PRWeek, 8 February 2005). But its campaign never got off the ground as the PR budget was pulled.
Anadin is now handled by Spink Consumer Relations (PRWeek, 30 June).
Reckitt's PR arrangements for Nurofen in individual countries are likely to be unaffected by Virgo's hire, said Merritt. Hill & Knowlton will continue to retain the UK-specific account.
Nurofen is sold in more than 90 countries. Virgo said no territory had yet been earmarked as a PR priority.
Earlier this year, Reckitt handed Tonic Life Communications a new global remit for disinfectant Dettol (PRWeek, 1 June).