Burson-Marsteller has beaten off Manning Selvage and Lee and Hill and
Knowlton to land a major pharmaceutical launch for Reckitt and Colman.
The agency was appointed to handle the UK launch of an unnamed
cardiovascular pro-duct, after pitching against H&K and MS&L last month.
Fees for the programme are described as ‘substantial’ and estimated to
be in excess of pounds 100,000.
The deal also puts B-M in line for the Senokot and Fybogel accounts -
currently being reviewed after MS&L ended its three year hold on the
business several months ago.
European category manager John Gardiner said an appointment on Senokot
and Fybogel was unlikely to be made ‘this side of Christmas’. Asked if
B-M would get the business he said: ‘we have only just begun the
relationship [with B-M] we would like to see how that progresses’.
Commenting on the nature of B-M’s current assignment, Gardiner described
it as ‘pre-launch work’ for the treatment which is prescription-only and
aimed at GPs and hospitals.
He confirmed the company would be pursuing approval for the drug in
other markets but any decision on PR support would be made closer to the
launch date, he said.
B-M has put a four-strong team on the business. led by managing director
of the healthcare division, David McCarthy. It is understood to be the
first piece of pharmaceutical business the agency has picked up from
Reckitt and Colman, although the company uses B-M on its hard surface
cleaners in Germany.