Lotrel / Joe Montana

Desired Result
Boost awareness of Lotrel, a Novartis high-blood pressure medicine, by using a celebrity who has real life struggles with high BP

Solution

• Created a list of celebrities who had not publicly revealed his or her suffering from high-blood pressure
• Led all negotiations and contract offers on behalf of the client with Joe Montana, Novartis’ first choice
• Ensured Montana completed all of his contractual obligations by acting as a liaison to his management