AZ switches Symbicort agency
pharmafile | February 5, 2004 | News story | |Â Â Â
AstraZeneca has taken on a new PR agency to spearhead a new two-year communications campaign for its respiratory brand treatment Symbicort.
The six-figure global account was awarded to newcomers Virgo Health PR, an independent agency set up less than a year ago by two former heads of Cohn & Wolfe and Shire Health.
Cecilia Svensson, global PR manager, AstraZeneca respiratory and inflammation franchise says the campaign will help Symbicort increase its share of the market and catch market leader Seretide. "We were second to market after Seretide and that means it's more of a struggle and harder to catch up.
However, Ms Svensson said they were gradually closing in on Seretide.Over the next two years AstraZeneca plans to unveil a number of new indications for its combination inhaler, currently approved for use in asthma and in high doses chronic obstructive pulmonary disease (COPD) patients.
AstraZeneca is chasing Seretide, which last year became GlaxoSmithKline's biggest-selling product. Last November the product was approved as a treatment for COPD in the US, where it is known as Advair.
COPD is the fastest growing treatment area of the highly competitive respiratory market and it is estimated that it will be worth over $9 billion by 2010.
AstraZeneca awarded the six-figure, global account for Symbicort to Virgo after its four-way pitch against Cohn & Wolfe, Ogilvy Health PR (part of The Shire Health Group), and the previous account holder and launch agency CPR.
AstraZeneca said although it was constantly reviewing their marketing partners, there were no other planned changes for the moment.
Symbicort is Virgo's first global account and the company will be providing support across a range of issues. In addition to central PR support Virgo will co-ordinate international media relations, congress support, key opinion leader and patient group relationship building and issues preparedness in all major markets.
Sarah Matthew, joint managing director, said: "We are absolutely thrilled to be working with AstraZeneca at a global level and look forward to supporting Symbicort in what promises to be an exciting year."
The account represents the eighth win in a row for Virgo since its launch last summer.
