Lowe holds onto Xenical on the 2nd time around

Gleason, Mark; Hodges, Jane
December 1996
Advertising Age;12/2/1996, Vol. 67 Issue 49, p8
Trade Publication
This article reports on the selection of Lowe & Partners/SMS of New York by Roche Laboratories to handle the launch of its anti-obesity prescription drug, Xenical, in 1996. This account costs $45 million. However, for Lieber, Levett, Koenig, Farese & Babcock, Roche's decision is a setback. Roche had awarded Xenical to the Lowe units, but when five top executives left Lowe Direct a week later to form Lieber Levett, Roche began to reconsider. Meanwhile, Lieber Levett made a pitch for Xenical, and Lowe filed a suit against the breakaway shop alleging theft of confidential materials and unfair competition. But then the suit was settled out of court.


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