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Excellence in Media Relations - UK

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Winner

The UK launch of fingolimod (Gilenya) - the world's first pill for multiple sclerosis

by Aurora for Novartis Pharmaceuticals UK


Summary of work

Winner: The UK launch of fingolimod (Gilenya) - the world's first pill for multiple sclerosis

The UK launch of fingolimod, the world’s first pill for multiple sclerosis (MS), followed 18 years of R&D and huge anticipation from the MS community.

Against a backdrop of media saturation with MS stories and particularly about fingolimod – due to previous successful media campaigns – the agency achieved the holy grail of media relations: widespread coverage of the same product at multiple time points with consistent messages.

The agency applied its thorough understanding of the key ingredients that make a great story – newness, controversy, conflict and human interest – and made the story fresh and exciting at every stage.


Judges comments

A well explained strategy – strategically the most impressive of all entries, this showed fresh, tenacious thinking. It’s remarkable to find new ways to say the same thing over and over and to keep getting it reported – one story running on five separate occasions throughout the year shows incredible engagement by the media. Excellent work from a multi-disciplinary team.


Finalists

NHS Blood & Transplant - National Transplant Week 2011 - by Munro & Forster Communications for NHS Blood & Transplant

Meningitis Matters: Evolving UK media reporting on meningitis - by Ruder Finn for Novartis Vaccines and Diagnostics Limited

Launch of INCIVO - by Munro & Forster Communications for Janssen

Sunny-3 - by Reynolds-MacKenzie for Karen Clifford Skin Cancer Charity


Key dates

Entry deadline 14 March 2019
Extended entry deadline 21 March 2019
Judging days 9 May and 23 May 2019
Awards Ceremony 4 July 2019

Contact information:

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Tel: +44 (0)1372 414243

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