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Orencia is the latest brand to move to HealthWork, the collaborative effort between BBDO New York and Omnicom healthcare corporate sibling The CDM Group. Bristol-Myers Squibb shifted the rheumatoid arthritis medication from Corbett Worldwide Healthcare Communications, after a review.
In 2012, Orencia spent $53.4 million on measured media advertising, according to Nielsen. That amount does not include digital ad spending.
The working relationship between BBDO and CDM, formerly known as Cline Davis & Mann, began last year with the win of the influenza product, Tamiflu, and has expanded to include other brands like Abilify, used for the treatment of depression and schizophrenia.
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