Packer Forbes scoops GSK Tycerb account

pharmafile | January 26, 2007 | News story | Medical Communications GSK, Packer Forbest 

London-based agency Packer Forbes Communications has won its first breast cancer account, to promote GlaxoSmithKline's potential blockbuster, Tycerb.

The agency beat off two other unnamed competitors to win the deal.

The account is a major win for Packer Forbes, as Tycerb (lapatinib) could be a blockbuster for GSK, with analysts predicting peak sales of approximately $1.5 billion.

The drug is now being reviewed by regulators in the EU and the US and is claimed to have significant benefits over Roche's Herceptin, because it targets both ErbB1 and HER2 receptors within the cancer cell.

Last December, Tycerb entered a landmark global trial in the treatment of aggressive breast cancer. It is the first phase III study to investigate whether adjuvant therapy with Tycerb could improve disease-free survival in women with early stage HER2 or ErbB2-positive breast cancer – a virulent form of the disease.

At present, the median survival time of patients with this form of cancer is only two years, but GSK is hoping Tycerb will further extend life expectancy.

Packer Forbes, formed in 1993, has not worked with GSK in Britain for a number of years and Tycerb represents the agency's first breast cancer brief.

It also recently won the UK account for Schering-Plough's arthritis treatment Remicade.

The company's client roster also includes Actelion UK, CV Therapeutics Europe, MSD, Pfizer and Eisai.

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