GSW confirmed the win but referred calls to the client for further detail. Roche could not be reached for comment.
Roche has spent less than $2 million on Tamiflu in the last two years. But executives close to the pitch said the account is expected to be worth close to $30 million now that Roche has upped production on the flu-prevention pill as a response to a possible pandemic outbreak of avian influenza, both here and abroad.
Health experts have touted Tamiflu as the most effective antiviral against the "bird flu."
All consumer advertising
GSW will handle all consumer advertising and promotion, including strategic planning, media planning and placement, and direct marketing.
GSW, part of inVentiv Health, beat out Interpublic Group of Cos.' Foote Cone & Belding; Publicis Groupe's Kaplan Thaler Group; and independents Digitas and Avenue A/ Razorfish, all New York.