The World: New York - Euro RSCG wins $100 million Boniva account

Euro RSCG has won the $100 million creative account for Boniva, the drug used in the treatment of osteoporosis.

The agency picked up the business for the drug, which is jointly owned by GlaxoSmithKline and Hoffman LaRoche, in a final shoot-out against BBDO New York. Saatchi & Saatchi, the incumbent agency, was not asked to repitch.

Since Saatchis took over the account in 2004, the drug has increased its market share by more than 8 per cent.

Boniva's main competitor, Actonel (which is owned jointly by Procter & Gamble and Actonel Sanofi-Aventis) has seen its market share slip by around 5 per cent during the same time period.