Pope Woodhead re-signed for Abilify account
pharmafile | March 10, 2005 | News story | Medical Communications |
Bristol-Myers Squibb and Otsuka Pharmaceuticals have renewed Pope Woodhead's contract to provide PR support for Abilify, their antipsychotic treatment for schizophrenia.
The account was put out to tender as part of a standard BMS evaluation procedure to measure PR effectiveness and Pope Woodhead were reappointed following a four-way pitch against Burson-Marsteller, Weber Shandwick and The Workhouse.
James Harper, business development director at Pope Woodhead PR, said: "Being the incumbent agency in a re-pitch situation is always a tough challenge, and one that no agency wants to face. However, it has shown that we are still the best agency for Abilify and we're looking forward to a really successful 2005."
The Cambridgeshire-based PR and communications agency has held the Abilify account since March 2002 and was involved in the product's media launch last year after it gained European approval in June.
A five-strong team from the agency will report to Caroline Almeida, corporate affairs manager at BMS and Melanie Rochford, communications manager at Otsuka.
Emma Ward, Pope Woodhead's associate director, said: "We have some exciting, innovative PR initiatives planned for Abilify this year which will ensure the huge momentum generated last year is maintained. Our extensive experience in the area of mental health, combined with the team's creativity, passion and proven ability to deliver provided the winning formula."
The details of the programme is being finalised, but it is understood that it will be supported by a substantial budget.
Last year Abilify made worldwide sales of $593 million, European sales contributing $26 million to the total.
The product was approved in the US in 2002 and gained a further indication from the FDA in September last year for the treatment of acute bipolar mania.
