New Interscience agency will focus on the terminally ill

The Interscience group has set up a new agency, Needfire, to focus on chronic long term illnesses like breast cancer and Aids.

The Interscience group has set up a new agency, Needfire, to focus

on chronic long term illnesses like breast cancer and Aids.



Needfire is already working for US pharmaceutical giant Merck on an

international brief for the Aids drug Crixivan (indinavir). The agency

has a strong focus on the international arena and consumer issues.



Headed up by Ian Poitier, Needfire has a core team of three people as

well as the resources of the Interscience group.



’Chronically ill patients have a significant and loud voice,’ said

Poitier.



’Needfire recognises that lots of patients are less conservative than

the staff who are going to be treating them.’



Needfire plans to make use of Poitier’s background in consumer

advertising, with Bartle Bogle Hegarty. He has co-ordinated World Aids

Day and is also chair of the Aids prevention charity Rubberstuffers.



’The structure is more like an advertising agency,’ Poitier said. ’We

have one person managing the account, but a whole series of specialist

disciplines contributing.



’For example, one person handles media, one does strategic planning,

another the consumer patient side. Your team will change, depending on

your needs,’ he said.



Poitier added that the new agency would remain small, with a porfolio of

between five and ten clients.



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