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Edelman scoops European Viagra account

Published on 23/05/07 at 03:33pm

Pfizer has appointed PR agency Edelman to raise the European profile of its blockbuster erectile dysfunction treatment, Viagra.

The company has been considering applying to European regulators for a licence to make the drug available without prescription, which could prove popular with men suffering from the condition.

Edelman will run a comprehensive public relations programme for the brand that will include stakeholder-relationship building and developing its strategic positioning.

Executive VP and managing director health (Europe) Kate Triggs said the account was a rare opportunity to work on "a truly iconic brand".

"This is a significant win for the agency. It recognises our ability to put together the best teams, pooling expertise that crosses geographical boundaries and practice areas."

Triggs worked on the pitch with senior colleagues from Edelman's London and Paris offices, including Edelman's UK chief executive Robert Phillips and the agency's director healthcare (France) Fabrice Preau.

Staff from Edelman's healthcare, consumer and interactive solutions practices across Europe will work on the account, reporting to Paris-based Mike Smith, senior brand manager (Viagra) for Pfizer Europe.

Since its launch in 1993, Viagra has become a household name. It has now been taken by an estimated 27 million men worldwide and remains one of Pfizer's biggest selling brands.

But in recent years, competition from rivals, such as Lilly's Cialis and GSK's Levitra, and a plateauing market for the drugs have seen prescription sales of the drug stagnate.

 

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