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Burnett Poised for Painkiller Branding Campaign
CHICAGO–The Food and Drug Administration’s advisory vote last week recommending approval of a new prescription painkiller developed by G.D. Searle sets the stage for a major direct-to-consumer campaign–with billings perhaps as high as $50 million–from Leo Burnett here.
Creative duties for the drug, Celebrex, were assigned to Burnett in March [Adweek, March 23], but the account has been dormant pending FDA approval. Burnett’s Starcom Media Services unit was given media responsibilities in June.
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