Healthcare giant Roche Pharmaceuticals has handed the (estimated) $50 million non-US consumer advertising account for its forthcoming anti-viral flu drug Tamiflu to Young & Rubicam agencies.

In charge of the duties are the network’s medical direct marketing specialist Sudler & Hennessey Consumer Care, strategic consultancy TME 360 (a unit of Media Edge) and Y&R EMEA, all of which jointly pitched for the account against five other undisclosed agencies. Y&R already handles the US account.

Tamiflu, which competes directly with GlaxoSmithKline’s Relenza, is set for its non-US debut in the UK, followed by launches in Europe and elsewhere. In most markets it is a prescription drug, though in certain countries it can also be bought over the counter.

Enthused Tamiflu’s international consumer marketing manager Bill Florida: “Young & Rubicam and Sudler & Hennessey have helped us to win the market share battle with Glaxo so far in the US. We aim to integrate the necessary skills from the agency group to further our advantage throughout our global roll-out.”

News Source: Advertising Age Global