Healthcare shop Tonic Life Communications was awarded the account following a competitive pitch.
BI is aiming to be a major player in the lung cancer treatment market and has two investigational oncology products. Tovok is designed to aid the treatment of conditions including non-small cell lung cancer and Vargatef is being investigated in relation to advanced non-small cell lung cancer.
According to the Roy Castle Lung Cancer Foundation, lung cancer is the most common form of cancer in the world. In the UK, more than 38,000 new cases are diagnosed each year and it is estimated that, at any one time, there are half a million people in the UK either developing or suffering from the condition.
Tonic has considerable experience in the cancer arena. The agency has previously worked with the European Institute of Oncology and cancer charity Cancer Research UK.
The brief includes disease awareness and understanding, media and advocacy, and data and congress support.
Tonic founder and CEO Scott Clark will work on the account, which will be headed up by Tonic London MD Neil Flash with support from senior account manager Helen Swift. Industry sources said the account was worth a sixfigure sum.
BI is one of the world's 20 leading pharmaceutical companies. It has more than 400 employees around the world working on the discovery and development of new cancer treatments.