DraftWorldwide will handle direct marketing initiatives, develop print ads for local medical journals and directories, patient support kits and other launch materials for Fosamax's release later this year.
The marketing services company was also retained in Hong Kong by Microsoft Corp., which already has a relationship with Draft in the U.S. and elsewhere in Asia, for upcoming projects, including a database marketing assignment to promote the Microsoft Small Business Server 2000 software in a joint promotional program with IBM Corp.'s eServer series.
"The challenge for all of us is to demonstrate how our unique approach to database marketing will actually help Microsoft to lower their marketing costs," said Greg Paull, DraftWorldwide's regional director, Asia/Pacific, based in Hong Kong.
That campaign will target small- to medium-size businesses via Chinese-language titles such as Oriental Daily, Hong Kong Economic Times and PCMarket. -- Normandy Madden
Copyright August 2001, Crain Communications Inc.