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
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.
~ ~ ~
Rich Thomaselli and Lisa Sanders contributed to this report.