Eli Lilly & Co advertising & marketing assignments

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Eli Lilly & Co is a leading global pharmaceutical company with a particular strength in neuroscience, diabetes and more recently oncology treatments. The group has enjoyed considerable success in the past with anti-depressants such as Cymbalta, and is perhaps best-known for Prozac, a miracle drug which revolutionised the treatment of depression during the 1980s and 1990s. However, it has suffered steep declines in sales of these products as a result of patent expiries. Diabetes drug Trulicity became the company's best-seller for the first time in 2018 with sales rising once more in 2021 to a new high of almost $6.5bn. Other blockbusters include diabetes treatments Humalog (sales of $2.5bn in 2021) and Humulin ($1.2bn), as well as cancer drug Alimta ($2.1bn), immunology drug Taltz ($2.2bn). Two new blockbusters joined the collection in 2020: diabetes treatment Jardiance ($1.5bn) and cancer medicine Cyramza ($1.0bn). Breast cancer drug Verzenio joined the blockbuster club in 2021 (at $1.3bn) along with arthritis treatment Olumiant ($1.1bn). The group has also enjoyed considerable success with a group of anti-Covid antibody treatments led by Bamlanivimab (combined sales were $2.2bn). The group has a marketing and development alliance with Boehringer Ingelheim in several countries for several diabetes drugs including Jardiance, Trajenta and Basaglar. It has made a number of smaller acquisitions in recent years, mainly of specialised biopharma developers including Loxo Oncology, ARMO BioSciences, Dicerna Pharmaceuticals and CoLucid Pharmaceuticals, all in 2017 and 2018. Dermira, which makes biopharma therapies for chronic skin conditions was acquired in 2019; Prevail Therapeutics and several others were added in 2020. Unlike many of its main rivals, Lilly has no exposure to OTC consumer healthcare. Until recently it also had a strong position in animal healthcare through Elanco, the global #2 in that sector. It issued an IPO of a minority stake at the end of 2018 and spun out the remaining shares to shareholders in 2019. Group revenues for 2021 were $28.3bn, up 15%. Almost half of revenues came from treatment of diabetes and other endocrinology illnesses. However net income slipped back again to $5.6bn. David Ricks is chairman & CEO. Lilly is America's oldest surviving drug company, founded in 1876 by Civil War veteran Colonel Eli Lilly. It was a pioneer in the introduction of gelatin-coated pills in late 19th century, and one of the first companies to employ a full-time scientist to develop new compounds. A long-time specialist in diabetes, it was the first company to isolate and then market insulin commercially. Humulin, introduced in 1982, was the first synthetic form of insulin; while Prozac, launched five years later, marked a breakthrough in the treatment of clinical depression.

Capsule checked 22nd January 2021

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Recent stories from Adbrands Update:

Adbrands Weekly Update 21st Jul 2021: "Our Collective Health". Wieden & Kennedy are behind US drugmaker Eli Lilly's new marketing push. It's the company's first ever corporate TV campaign, and will debut in the US during the opening ceremony for the 2020 Olympics this week. It's a tough message, but one that needs to be conveyed. "Watching the success of our athletes will once again give the impression that America is the healthiest country in the world. We aren't. But we can be." Lilly is a sponsor of Team USA and has signed partnerships with individual athletes whose lives have been touched by illness to tell their stories too. High jumper Chaunté Lowe, for example, is a breast cancer survivor, while gymnast Laurie Hernandez's father has type 2 diabetes. Powerful stuff.

Adbrands Weekly Update 9th Aug 2018: There was further streamlining in the global pharmaceutical market. Eli Lilly announced plans to spin off its animal health division Elanco as a separate quoted company, most likely before the end of the year. It will retain less than 20% of the business following the IPO. Traditionally a specialist in farm animals, Elanco has strengthened its pet business in recent years with acquisitions including Novartis Animal Health and Boehringer Ingelheim's pet vaccine division. As a result it is now the clear #2 in global animal health with annual sales of around $3bn. But that's still some way behind market leader Zoetis, formerly a division of Pfizer, which had sales of $5.3bn last year.

Adbrands Weekly Update 7th April 2016: Figures from Kantar reveal that US pharmaceutical advertising jumped by 19% in 2015 to $5.4bn, overturning a steady decline over the past decade. That figure matches the previous high, set in 2006. Top spender was AbbVie's Humira with a media outlay estimated at a staggering $357m, a huge year-on-year increase ahead of looming patent expiry. There was a similar last gasp for Pfizer's Lyrica, which loses patent protection in 2018. It spent $328m. Pfizer and BMS's Eliquis came 3rd at $249m ahead of Lilly's Cialis with $222m. Pfizer's Xeljanz rounded out the top five at $183m.

Adbrands Weekly Update 25th Jun 2015: Nielsen released figures for the most advertised pharmaceutical brands of 2014. Combined drug spending soared to $4.5bn, the highest level since the 2008/09 recession, and just the top ten spenders alone accounted for around 40% of that sum, or $1.8bn. Eli Lilly's Cialis toppled last year's leader AbbVie's Humira to take the top spot with spend of almost $249m. Erectile dysfunction rival Viagra, from Pfizer, was the #4 spender at $211m. Pfizer's Lyrica for nerve pain moved up to #2 while Eliquis, a blood thinner joint venture with BMS was #3 at $219m. Humira was still among the top five at $203m. Five other drugs spent between $100m and $200m during the year.

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