According to John Cahill, the agency has been briefed to re-launch Oxycontin in Asia-Pacific as well as differentiate the brand from the key competitor. “The campaign will aim to have doctors perceive and prescribe Oxycontin as the first-choice opioid,” he said.
In addition, Inovail Holdings has tasked McCann Healthcare Worldwide with developing its regional strategy and campaign development for the brand Kinerase - a clinic and pharmacy-sold skincare range. The brand is available over-the-counter in the US and other parts of the world, with Courtney Cox as its US brand ambassador.
