Ogilvy PR Health to market new antidepressant drug for Lundbeck

Ogilvy PR Health has won a global brief to help advertise a potential new breakthrough treatment for depression from Lundbeck.

The pharmaceutical company has appointed the agency to carry out communications programmes for vortioxetine in all markets outside the US, including medical and media relations, data dissemination and stakeholder management, reports PRWeek.

Vortioxetine is Lundbeck's first new antidepressant in five years and utilises a multimodal course of activity that allows it to work across a number of neurotransmitters, potentially making it more effective.

The drug is seen as a key strategic cornerstone for Lundbeck, with current antidepressant offering Cipralex set to see its patent expire soon.

Business unit head Joanne Wunder, who will lead the account, said: "There is still significant unmet need in the area of depression. Many patients need to try two or more antidepressants before finding one that works for them."

This comes after the Ogilvy and Mather group launched a new integrated healthcare offering earlier this year, bringing together the capabilities of Ogilvy PR and Ogilvy CommonHealth Worldwide.