F.Y.I.

Grey Healthcare Group wins Shire

Biopharmaceutical company Shire has appointed healthcare communciations agency Grey Healthcare Group as its agency of record.  

The announcement:

Professional and consumer healthcare communications specialist, Grey Healthcare Group (GHG) Australia has been appointed the agency of record for specialty biopharmaceutical company Shire in Australia.

The agency, in partnership with JayGrey, has also been shortlisted for a prestigious CLIO Healthcare Award in recognition of its highly successful campaign for the Bayer parasite protection brand, Advocate.

The Shire account win and the CLIO Healthcare Award nomination are the latest achievements for the agency, as its ongoing growth phase continues to gain momentum.

Shire is one of the world’s leading specialty biopharmaceutical companies, developing treatments for attention deficit hyperactivity disorder, human genetic therapies and gastrointestinal disease.

The Shire win will see GHG handling the brand strategy and promotion for all Shire brands available in Australia, as well as the opportunity to consult with the business on market access opportunities.

Elly Price, general manager, GHG, said: “We’re thrilled that Shire has decided to partner with GHG. We won the business in a multi-agency competitive pitch, and the team has already thrown itself into the account. We’ll be working very closely with Shire across all its brands.”

Dominic Barnes, vice president and general manager, Shire Australia said: “We are delighted that Grey Healthcare is to become part of our Shire marketing team in Australia. Shire is expanding rapidly, and we are partnering with GHG to help our teams ensure that our patients, physicians and payors receive the information they need to make informed decisions and meet their healthcare needs.”

The CLIO shortlisting is a nod to the success of GHG and JayGrey’s campaign for Advocate, which focused on raising brand awareness and driving demand for Bayer’s Advocate – the all-in-one protection against parasites for dogs and cats. The campaign ran across TV and magazines.

The campaign creative focused on the cat as the hero needing the help of Advocate to keep it healthy and free of parasites. Educational materials for vets and vet nurses delivered scientific information, while the TV and print campaign targeted pet owners with the use of emotion and humour. The TVC has also been selected to appear on the US cable network program ‘Funniest TV Commercials’.

Price said: “The Advocate campaign was a huge success in terms of driving increased awareness and demand for the product, so it’s fantastic to be recognised by CLIO. We’re looking forward to the Awards night on November 12 and we have our fingers crossed that Bayer, GHG and JayGrey will be the winning name announced on the night.”

The CLIO Healthcare Awards celebrate quality creativity in the difficult and highly regulated environment of healthcare marketing.

GHG is part of the global Grey Group and its Australian clients include Shire, Bayer, Pfizer, Eli Lilly, Abbott and Allergan.

Source: Grey Healthcare Group press release

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