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.
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