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Assignment Is for Aventis' Diabetes Drug Lantus

By Published on .

NEW YORK (AdAge.com) -- Aventis Pharmaceuticals has awarded its estimated $100 million Lantus diabetes drug assignment to Havas' Euro RSCG Worldwide. The company also portioned out the public relations business to WPP Group's Burson-Marsteller, which originally pitched alongside sibling Y&R Advertising.

Sources close to the review said that Euro RSCG Worldwide won because of its strong global network. Aventis had also wanted a firm that could present a comprehensive integrated campaign.

Aventis briefed agencies Dec. 5

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Global Ad Assignment Is for Diabetes Drug Lantus
and received pitches from Omnicom Group's TBWA Worldwide; Interpublic Group of Cos.' McCann-Erickson Worldwide; WPP's Y&R, Burson-Marsteller and media agency Mediaedge:CIA. Within weeks Aventis had cut the list to three agencies: Grey Global Group's Grey Worldwide, Y&R and Euro RSCG Worldwide.

Lantus is Aventis' newest type 1 and type 2 diabetes drug. It is expected to become the company's flagship diabetes product, a position now held by type 2 oral drug Amaryl. Aventis is expected to speed up the timetable for the Lantus ad campaign.

Aventis has introduced Lantus in the U.S., U.K., Germany and, last month, in Ireland. Based on its success -- Lantus achieved sales of $81 million in third-quarter 2002 -- the company is expected to launch the drug globally in late 2003.

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Rich Thomaselli and Lisa Sanders contributed to this report.

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