CHICAGO Amgen has switched its $50 million Neulasta consumer advertising account from Havas’ Euro RSCG to Abelson-Taylor here, according to an agency representative.
The Chicago shop already handled professional medical duties on the brand, which helps cancer patients create more white blood cells. Along with the Neulasta assignment, Abelson-Taylor also picked up Amgen’s Aranesp brand, another cancer drug that helps the body produce red blood cells.
While the client spent nearly $50 million on advertising Neulasta, per Nielsen Monitor-Plus, Aranesp has had only minimal spending.
Euro RSCG in New York had no comment.
The switch of Neulasta occurred because Amgen wants to integrate professional and consumer communications on its brands, according to a statement by Richard Blocki, director of Abelson-Taylor’s DTC division.
Neulasta’s current tagline is, “I’m ready,” a statement made by cancer patients who, in commercials, want to try the drug.
Amgen in Thousand Oaks, Calif., did not return a call for comment.
Abelson-Taylor picked up the ad account of Rozerem, a new sleep drug from Takeda Pharmaceuticals, in April 2005.
Abelson-Taylor Lands $50 Mil. Neulasta
