Euro RSCG won the work after a five-way pitch. The agency will create a new business unit called MetaMAX to manage the global account, with Euro RSCG briefed to provide advertising, interactive and medical education in France, Germany, the UK, the US, Japan and other markets.
Bob Schmetterer, chairman and CEO of Euro RSCG Worldwide, said that the win proved that the agency's "power of one" marketing strategy was working. "Companies benefit when they partner with a unified organisation focused on the client's business goals."
The work will draw on resources from integrated marketing agency Euro RSCG MVBMS and healthcare agency Lally McFarland & Pantello.
Aventis, the pharmaceutical giant, won approval to market Lantus in Europe last December. It can be used to treat both Type 1 and Type 2 diabetes with just one shot a day. The company says that Lantus will become the leading drug in its diabetes portfolio.
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