MVBMS Wins Aranesp Business

NEW YORK — Messner Vetere Berger McNamee Schmetterer/Euro RSCG has won advertising duties for Amgen’s Aranesp following a two-month review, the client confirmed. The New York shop competed against Bates, FCB and Cline, Davis & Mann, all New York, for the estimated $25 million account, sources said.

Aranesp, which was approved in September, is intended for the treatment of anemia in patients with chronic kidney disease. MVBMS referred inquiries to the Thousand Oaks, Calif.-based client.

The drug will compete with Johnson & Johnson’s Procrit, a treatment for anemia caused by chemotherapy. J&J spent about $50 million on measured media for the cancer-fatigue drug last year, double what it spent in 2000, per CMR. DDB network shop Anderson Advertising in Toronto handles Procrit.