Medical Marketing and Media - Draftfcb Healthcare merges two of its shops
PROJECT X-RAY and Area 23, two Manhattan agencies that spun out of Interpublic Group’s Draftfcb Healthcare unit last year, are merging.
Project X-Ray, which handled several Pfizer accounts, will be absorbed by Area 23, a full-service healthcare communications business.
The 70-person, mid-sized agency, located on 23rd Street in New York, 10 blocks south of Draftfcb’s main offices, was conceived to service clients including Roche’s Phase III rheumatoid arthritis compound Actemra, US and global, and its anemia biologic Mircera, global. It will now handle Project X-Ray’s Pfizer business, including antibiotic Zmax and migraine drug Relpax.
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Other Area 23 accounts include the Boehringer Ingelheim Mycardis franchise (hypertension), a new assignment, and GlaxoSmithKline’s Lamictal (bipolar/epilepsy), which has been handled by Draftfcb Healthcare since 2003.
Heading the firm are co-managing directors Mike Guarino (accounts) and Stephen Bateman, both long-time Draftfcb execs, and Melissa Canili (creative), who joins from Euro RSCG Life Chelsea. Matt Lane, who had been EVP/group management director for Project X-Ray, has also joined Area 23.
Area 23 provides a blend of professional, patient and managed care services for the accounts. -Marc Iskowitz
Copyright Haymarket Media, Inc. Mar 2008
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