Novartis restructures approach to corporate comms

Novartis has announced plans to consolidate its communications budgets with three holding groups following a recent review.

According to The Holmes Report, the pharmaceutical company has assessed its comms approach for both healthcare professionals and patients, including PR, and will be looking to transition the business over to a trio of partners during 2018.

This will impact relationships with ad agencies, digital shops and PR agencies, although its media buying activities, currently handled by Starcom, are not expected to be affected.

The decision follows similar agency moves by a number of other leading pharmaceutical companies, including GlaxoSmithKline, Sanofi and Pfizer.

Eric Althoff, head of global media relations at Novartis, said: "We believe that this will draw out the best talent and services of our agencies allowing us to create the most effective programming to reach our patients and healthcare professionals."

Novartis expects a sales improvement in 2018, thanks to a promising cancer portfolio and an upgraded forecast for its eye care division Alcon, and is reorganising its comms approach to support this growth.

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