Advertising Age - Lilly redirects Evista.(Eli Lilly & Co. )(Brief Article)
Eli Lilly & Co. is adjusting marketing for Evista, the osteoporosis drug once supported with an ad splash featuring actress Julie Andrews, to a more targeted $5 million push.
The new direct and print campaign breaks this week from Roska Direct, Montgomeryville, Pa., which won the account after a review in March. Evista has not been advertised since spring 2000, when the Julie Andrews creative, handled by Publicis Groupe’s Publicis Dialog, New York, last aired. Interpublic Group of Cos.’ DraftWorldwide, New York, handles Evista’s media buying.
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