Cohn and Wolfe has scooped the estimated pounds 200,000 fee account from
Glaxo Wellcome subsidiary Allen and Hanburys to promote its asthma drug
Appointed last week, the agency won the account after a lengthy pitch
process against three other specialist healthcare consultancies.
The pitch process itself was prompted by the decision in March to drop
Shire Hall from the Flixotide account following a disagreement between
agency and client over the level of PR activity being undertaken on
behalf of the drug.
With an overall annual budget of pounds 300,000 at its disposal, Cohn
and Wolfe will manage a media relations programme targeted at GPs and
practice nurses, emphasising Flixotide’s effectiveness and safety as an
‘The key issue is to re-educate parents on the use of steroids for
asthma,’ explained Martin Ellis, director of Cohn and Wolfe’s healthcare
division. ‘We will be identifying ways of helping GPs overcome parental
steroid phobia and position it as a strongly effective drug.’
Approved and marketed in over 30 countries, Flixotide is used to treat
patients aged 12 years and over. One of Glaxo Wellcome’s biggest
earners, it achieved sales worth pounds 30 million in the first half of
Flixotide is Cohn and Wolfe’s fifth Glaxo Wellcome drug account. It
already manages PR for Zantac and Pylorid ulcer treatments, Zofran anti-
sickness treatment and the Wellseron cancer drug.