Euro RSCG won ad duties for the osteoporosis drug Boniva following
a review in which incumbent Saatchi & Saatchi Consumer Healthcare did not participate, Adweek.com reported. Havas-owned Euro RSCG beat out Omnicom’s BBDO in the final round of the review, the Adweek report said. Boniva is jointly marketed by GlaxoSmithKline and Roche and had a 2005 US media spend of $70 million, according to figures from Nielsen Monitor-Plus. Boniva competes against Eli Lilly’s Evista and Merck’s Fosamax and Procter & Gamble and Sanofi-Aventis’ Acotnel. Last month, a federal judge denied a motion filed by marketers of Actonel to halt Boniva advertising. P&G and Sanofi-Aventis charged that ads for Boniva falsely claimed the drug was proven to be more effective than Actonel. Judge Paul Crotty wrote: “There is no doubt that Boniva is a safe and effective drug which the FDA has approved for the treatment and prevention of osteoporosis in women… nor is Actonel superior to Boniva.”
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