Edelman bags Viagra brief

Viagra has handed out a massive pan-European comms account as it aims to retake market share lost to rival drugs.

Edelman will coordinate the campaign, believed to be worth up to £500,000, out of its UK office.

‘It wants to get its position back up to where it was a few years ago,’ said Edelman UK healthcare director Steven Spurr. ‘There’s obviously a difficult balance to maintain – being serious to cut through the embarrassment, but not so serious that you feel afflicted,’ he added.

Spurr heads the account reporting to Paris-based Viagra senior brand manager Mike Smith, who works for Pfizer Europe.

‘A sizeable portion of our work will now be aimed at women as gatekeepers of the home,’ said Spurr. ‘Viagra has never had massive comms support in Europe, and this brief will involve all parts of the EU.’

Spurr also revealed that the brief could be extended to public affairs work if Edelman is tasked with dealing with Viagra’s counterfeiting issue.

New UK CEO Robert Phillips held an advisory role on the consumer element of the deal.

 

Listen to Clew Communications’ associate director Stuart Mayell talk about the advent of erectile dysfunction drugs in this week's video podcast.
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