IsoWhey, Gilead and Sanofi-Aventis appoints Burson-Marsteller Australia

IsoWhey is a weight lost product line under Australian nutritional supplement company PharmaFoods. The appointment marks the first time the brand has worked with an agency. IsoWhey has tasked B-M to drive consumer media awareness and to increase stakeholders’ engagement and professional healthcare education.

IsoWhey is believed to have sent out a tender last year and then shortlisted four undisclosed agencies. B-M’s first campaign for IsoWhey starts this month.

“The weight loss category is becoming increasingly crowded with many products making unsubstantiated claims which impact the broader credibility and reputation of the market. As an ethical company, the IsoWhey team is looking to take a lead role in the market through the integrity of its products and substantiated nature of its claims,” said Sarah Cornhill, director healthcare at B-M Australia.

Separately, following a pitch B-M will develop consumer and media educational activities for Gilead and Sanofi-Aventis. B-M previously worked on a hepatitis B project for Gilead in 2008. The new project will extend into the HIV category. Sanofi-Aventis is also looking into social media for this year’s campaign.