Amgen has named Abelson-Taylor agency of record for DTC on two
The Chicago-based independent is working on TV and print advertising
for Neulasta, previously handled by Euro RSCG Messner, and Aranesp,
which has not previously run consumer advertising.
Abelson-Taylor handles professional advertising for Neulasta and
executed the U.S. and global launch of Aranesp in 1999. Better-known
for its award-winning professional advertising, the firm launched its
DTC capability last year, landing the DTC work for TPNA's Rozerem.
Sales of Aranesp drove a 20% increase in Amgen’s profit for the fourth
quarter, the company reported today. The anemia drug, which competes
with Johnson & Johnson’s Procrit, pulled in $873 million worldwide.
Amgen also cited increased demand for Neulasta, a white blood cell
boosting anti-infective for chemo patients. Neulasta and Neupogen
together took in $928 million as Neulasta sales benefited from a
National Comprehensive Cancer Network advisory urging earlier use of