AstraZeneca set for global roster

LONDON - AstraZeneca, the pharmaceuticals manufacturer and distributor, is looking to appoint a roster of agencies to handle its global brand strategy.The appointments are being handled by intermediary Creative Brief, which has started to invite agencies to pitch for the business.AstraZeneca has worked with agencies in the past, but is keen to formulate an official roster. Innovation house ?What If! has previously handled briefs for the company and will be invited to participate in the pitch process.Roster agencies will be asked to focus on the strategy surrounding AstraZeneca's drug launches, of which there are four or five a year.Activity will target health professionals, as the company predominantly manufactures and distributes prescription drugs. However, part of the brand strategy brief will also include the development of consumer recognition surrounding AstraZeneca drugs.The company has recently restructured its global marketing teams in both the US and the UK. There will be added emphasis on targeting the key markets of Canada, Brazil, France, Germany, Italy, Japan and China.AstraZeneca's global revenue increased from $29.5bn (£20.7bn) in 2007 to $31.6bn (£22.3bn) in 2008. The group's operating profit also increased, from $8bn to $9bn.The Anglo-Swedish company, which was established in 1999 through the merger of the Astra AB and Zeneca groups, places heavy emphasis on product activity in cardiovascular and respiratory areas of medicine.