7 Figure Budget? What the heck is this?

Discussion in 'Shionogi' started by Anonymous, Mar 16, 2014 at 11:19 PM.

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  1. Anonymous

    Anonymous Guest

    FLORHAM PARK, NJ: Pharmaceutical company Shionogi has selected Lippe Taylor as AOR for its Osphena brand following a competitive review. Ketchum was the incumbent on the account.

    Lippe Taylor went up against at least seven agencies in the RFP for Osphena, which is a non-estrogen oral tablet used to treat painful intercourse due to menopause.

    It is understood that the firm is working on a program with a seven-figure budget.

    Osphena previously worked with Ketchum for less than a year, a brand representative confirmed. The relationship ended last fall.

    Ketchum representatives did not respond to inquiries seeking comment.

    "We felt immediate chemistry with the Lippe Taylor team," said Heidemarie Schnell, director of marketing and Osphena consumer and PR at Shionogi, in an emailed statement. "Their extensive experience communicating with women, along with their media expertise, really stood out to us."

    "At Shionogi, we expect strategic and novel thinking and expect the same from our agency partners," Schnell added. "We are confident that Lippe Taylor can deliver that for Osphena."

    Lippe Taylor, which was brought on earlier this month, will lead consumer and professional PR for the brand, focusing on educating the media and telling the brand’s story. The firm will also help Osphena with strategic alliances and patient advocacy efforts. In supporting Osphena’s women’s health campaign, Lippe Taylor will work to educate women to help them make the best decisions for their bodies.

    Osphena, sometimes referred to as "Viagra or Cialis for women," was approved by the Federal Drug Administration last spring and went on the market in June 2013.

    Other Shionogi brands include Claritin, Cymbalta, and Crestor.
     

  2. Anonymous

    Anonymous Guest

    AOR stands for Agency of Record. It means Lippe Taylor is now the primary advertising agency for the brand. This sounds like a press release from them.

    The AOR will help develop the strategy and create, develop, and print promotional materials including sales aid. Even small brands have 7 figure budgets allocated to the AOR so this is no big deal.

    The fact that Ketchum only worked for Shionogi for less than a year usually means Shionogi was not happy with their performance. Switching agencies in less than a year is not as common.
     
  3. Anonymous

    Anonymous Guest

    This can't be good news. Prepare folks. By the way, Happy St. Patricks Day from JH. What a heartless piece of shite.
     
  4. Anonymous

    Anonymous Guest

    You are right it is common but look at how Shionogi changes very quickly if something or someone isn't working right away they just get ride of it. No offense but they are trying so hard to recup Osphena brand hiring this guy back to do what the marketing dept can't!!! I can tell you HO Japan feels the pressure bc their Osphena isn't living up to its expectations.
    I don't think this guy is gonna make that big of a difference.
     
  5. Anonymous

    Anonymous Guest

    If you put lipstick on a pig.....
     
  6. Anonymous

    Anonymous Guest

    Osphena sucks!
     
  7. Anonymous

    Anonymous Guest

    Then it looks like your mother
     
  8. Anonymous

    Anonymous Guest

    last ditch effort to reenergize a brand that never took off. I feel bad for you people. another viz aid!