Amgen Switches Ad Agencies

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Chicago Ad Man

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Jan 31, 2006, 10:56:41 PM1/31/06

to Chicago Advertising Agencies

January 24, 2006

NEW YORK -- Amgen has switched its $47 million consumer advertising
account from Euro RSCG to Abelson-Taylor in Chicago, according to a rep
for Abelson.

The Chicago agency already handled medical professional duties on the
brand. Along with the Neulasta, Abelson also picked up Amgen's Aranesp
brand, another cancer drug that has minimal consumer ad spending.

Euro RSCG in New York had no comment at press time.

The switch of Neulasta occurred because Amgen wants to integrate its
professional and consumer communications on its brands, according to a
statement by Richard Blocki, director of Abelson-Taylor's DTC division.
Neulasta's current tagline is, "I'm ready," a statement made by
cancer sufferers who, in commercials, want to try the drug.

The win is a second recent one for Abelson, which picked up Rozerem, a
new sleep drug from Takeda Pharmaceuticals in April 2005.

For news on Chicago Advertising Agencies, visit
http://www.advertisechicagoland.com
The account, on which Abelson has creative duties, was worth $47
million in 2004. In 2005, it was worth $88 million, according to
Nielsen Monitor-Plus.