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Resolute selected for IBD campaign

Published on 03/10/05 at 10:31am

Procter & Gamble has chosen Resolute Communications to conduct a combined PR and medical education programme for its inflammatory bowel disease treatment Asacol.

The communications agency won the account after a three-way competitive pitch and started work immediately with activities at the World Congress of Gastroenterology in Canada.

Nicolas Rouzioux, brand manager for P&G Pharmaceuticals, said: "Resolute has a really fresh and creative approach which stood out from the moment they began to present their ideas.

"They brought a depth of insight to the challenge that was refreshing, and gave us some thoughtful ideas that we're excited about implementing over the course of the next year."

Asacol (mesalazine) was first approved in the UK in 1988 and is indicated for the treatment of mild to moderate acute exacerbations or the maintenance of remission in ulcerative colitis and the maintenance of remission of Crohn's ileocolitis.

Paul Blackburn, joint managing director of Resolute Communications said: "We're thrilled to extend our relationship with P&G, having begun our relationship earlier this year by working on creative symposia for Asacol at medical meetings.

"This is a critical time for the brand, and we believe that by working closely with the P&G team we can positively impact outcomes for inflammatory bowel disease patients by delaying the use of steroids, thus helping to avoid associated side-effects."

Shortlisted for this year's PR Week Consultancy of the Year award, Resolute's work on the account will be led by associate directors Dr Diane Ross and Sarah Swift (who recently joined Resolute from GCI UK).





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