Rhone-Poulenc plans new brand

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Drug marketer Rhone-Poulenc Rorer, Collegeville, Pa., is looking to build a new prescription antihistimine brand and has selected Euro RSCG Tatham, Chicago, as the agency. A spokeswoman for Rhone-Poulenc--relatively unknown as a consumer drug marketer--said it intends to be competitive in the allergy category, where major brands get $50 million to $70 million in media support. Its allergy product is unnamed and was submitted for Food & Drug Administration approval in April. Rhone-Poulenc recently launched a DTC campaign for Nasacort prescription allergy spray, handled by Robert A. Becker Euro RSCG, New York.

Copyright July 1998, Crain Communications Inc.

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