Allen and Hanburys, the asthma products subsidiary of pharmaceuticals
giant Glaxo Wellcome, has dropped Shire Hall from its lucrative
Flixotide public relations account.
An inhaled steroid available on prescription, Flixotide has been
promoted by Shire Hall since it was launched in the UK three years ago.
Working with Glaxo Wellcome’s in-house marketing department, the agency
attempted to position the drug as the market leader in an increasingly
competitive respiratory drugs market.
The total public relations spend allocated to the drug each year is
around pounds 200,000. Agency fees are thought to account for around
Glaxo Wellcome’s senior communications executive Anette Kjoller
confirmed that Allen and Hanburys had decided to terminate its
relationship with Shire Hall, although the agency would continue to work
on existing Flixotide projects for the next two to three months.
Kjoller declined to explain why Shire Hall was being dropped, but
referred to ‘personal issues within the account team’.
‘There was a misunderstanding of what they delivered and what we
expected,’ she said.
Allen and Hanburys is now scouring the PR market for a replacement and
is believed to have approached at least one other healthcare specialist.
On sale in 30 countries, Flixotide netted sales worth pounds 36 million
in the first half of 1995 and is one of Glaxo Wellcome’s biggest earners
Shire Hall continues to work for the company on several other public
relations projects, including its asthma marketing development
programme, the Lamictal epilepsy drug and its Beconase and Flixonase hay