Novartis seeks PR partner for new OTC product

Novartis is reportedly seeking out a potential global advertising partner to handle the international launch of an important new over-the-counter (OTC) product.

Campaign reports that Denmark-based intermediary Haestbeck Consulting has issued a request for information (RFI) to several PR agencies, including a number of UK-based companies, pertaining to a brief known as Project Cool.

The RFI does not mention the name of the product in question, but noted that the brief will involve the provision of advertising to support the rollout of the therapy in regions including Europe, the US and Asia.

This new project could involve current Novartis media partners include shops such as DraftFCB London, Wunderman Switzerland and Grey Group.

Moreover, the report cites agency sources as suggesting that the brief relates to the US pain relief brand Excedrin, a high-profile product of which Novartis is seeking to create global awareness.

In the US, the product is supported by accompanying iPhone apps and the endorsement of singer and actress Jordin Sparks.