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NEW YORK Saatchi & Saatchi Consumer Healthcare has landed creative duties on Boniva, a new osteoporosis drug from Hoffmann-LaRoche and GlaxoSmithKline, after a review, sources said.
Billings have not be determined but competing drug Fosamax last year spent more than $50 million on ads, per Nielsen Monitor-Plus. Fosamax is marketed by Merck & Co.
Other contenders for Boniva’s direct-to-consumer account included WPP Group’s Ogilvy & Mather, Interpublic Group’s McCann HumanCare and Havas’ Euro RSCG MVBMS Partners, all in New York, according to sources.
Saatchi
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