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FDA Clears Way for Burnett’s $50 Mil. Effort
CHICAGO–The U.S. Food and Drug Administration’s nod for a new prescription painkiller developed by G.D. Searle sets the stage for a major direct-to-consumer campaign–perhaps as high as $50 million–for the drug from Leo Burnett.
Burnett was awarded creative duties on Celebrex in March [Adweek, Mar. 23], but the account was dormant pending FDA approval. Its Starcom Media Services unit won media duties in June. With last week’s advisory recommendation, Searle is expected to bring the drug to market as soon as the first quarter of 1999.
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