Packer Forbes in GSK breast cancer scoop

GlaxoSmithKline has brought in UK agency support to promote Tykerb, its eagerly awaited pre-launch breast cancer drug.

Packer Forbes Communications won a three-way competitive pitch, held over the closing weeks of last year, to secure the account.

Tykerb, seen as a potential blockbuster, was described by the Daily Mail in October as capable of ‘revolutionising’ breast cancer treatment.

The drug – which can be taken in tablet form – is easier to take than Roche’s high-profile drug Herceptin, which is taken intravenously. It is also reported to have fewer side effects.

It is also a particularly important product commercially for GSK, which has targeted oncology as a major growth area.

Tykerb is generally seen as one of the most exciting products to have come through the company’s pipeline in
recent years.

The company filed a submission with EU regulators in October and it hopes to launch the drug during 2007. Trials are also ongoing for the potential use of Tykerb in treating other forms of cancer.

The contract is a significant one for Packer Forbes, which has not worked with GSK at a UK-level for many years. It is the agency’s first breast cancer account.

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