TITLE

Roche sheds Lowe as Xenical agency

AUTHOR(S)
Goetzl, David; Snyder Bulik, Beth
PUB. DATE
April 2000
SOURCE
Advertising Age;4/17/2000, Vol. 71 Issue 17, p1
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the decision of Hoffman-La Roche to replace the Lowe Group as the advertising agency for weight loss drug Xenical in April 2000. The account for Xenical includes an estimated $80 million direct-to-consumer business as well as physician-targeted advertising. One hurdle Xenical's marketer faces is that the drug may be best known among consumers for its potential side effects. Furthermore, the U.S. Food and Drug Administration requires that marketers include fair balance information about a drug's potential negatives in any design-to-cost advertisement that tout a drug's specific benefits. Xenical generated $140 million in U.S. sales in nine months last year according to IMS Health.
ACCESSION #
3011581

 

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