Takeda Enlists C-K for Sleep Drug Intro

CHICAGO Takeda Pharmaceutical has awarded consumer advertising duties for a prescription sleep medication to independent Cramer-Krasselt, the company confirmed.

Billings for the launch of Ramelteon (which is awaiting final approval from the U.S. Food and Drug Administration) could not be determined. Competitor Ambien spends approximately $60 million annually on ads.

C-K here will share the Ramelteon business with independent Abelson Taylor, which handles industry marketing.

Takeda North America, a Lincolnshire, Ill.-based division of Japan’s largest pharmaceutical concern, filed an application with the FDA for Ramelteon in Setpember and expects to have an answer by the fall.

A Takeda representative confirmed the company is working with C-K but declined to give additional details. C-K won the business following a review of undisclosed shops, sources said, but the rep declined to identify other contenders.