The agency was awarded the pan-European account without a formal pitch. Renagel is a treatment for patients on kidney dialysis that prevents a damaging build-up of phosphate in arterial walls.
M&F will target renal specialists across Europe to improve awareness of the importance of mineral management in patients with renal failure.
Ellen Sarewitz, the agency’s head of international healthcare, will head up the account. She will report into Genzyme’s Renal Business Unity European marketing manager Kate Gribbon.
‘This is the first time that Genzyme’s EU renal team has used a PR agency for a product-specific PR campaign,’ said Gribbon.
