LONDON—SHS International has hired Cohn & Wolfe Healthcare to develop and implement a global campaign to support its cows’ milk allergy portfolio, including infant formula range Neocate. Cows’ milk allergy is an adverse reaction to the protein in cows’ milk and is estimated to affect 2 to 3 percent of children in the Western countries.
Cohn & Wolfe has been briefed to increase understanding and identification of CMA—and expectations for its treatment—among parents and HCPs. Jacinta Collins, managing director of Cohn & Wolfe Healthcare, will head up the team. The London office will be responsible for coordinating a tailored program of activity in key target markets using C&W agencies across the global network.
Says Jonathan Wogel, global marketing director of SHS International’s GI-allergy division, “Cohn & Wolfe offered a fresh and pragmatic approach to the brief alongside knowledge and understanding of infant-allergy issues. It was also able to demonstrate a clear strength in affiliate coordination that is fundamental to a successful global campaign.”