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NEW YORK – Messner Vetere Berger McNamee Schmetterer/Euro RSCG has won Glaxo Wellcome’s $35 million account for its Valtrex anti-herpes drug. The agency will launch its first advertising for the brand this fall.
The agency won the account after a three-month review that included sister shop Robert A. Becker Euro RSCG and incumbent KPR Advertising in New York. Young & Rubicam here was contacted but declined to participate. MVBMS will handle all direct-to-consumer advertising for Valtrex, the leading branded prescription medication for genital herpes.
For MVBMS, the account marks its biggest win to date in pharmaceuticals.
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