Argon link ups Draftfcb global reach

Share this article:
Dana Maiman
Dana Maiman

Draftfcb Healthcare is filling out its global footprint through an alliance with Argon Network, a coalition of 22 indie agencies in Europe, Asia, the Middle East and South America.

Draftfcb Healthcare CEO and president Dana Maiman said the move represents a deepening of the Interpublic Group company's ties to the London-based indie network, which will henceforth be called the Draftfcb Healthcare Worldwide Affiliates Network.

“We had started to work with them a little on various opportunities and then we said to ourselves, ‘Why not make this exclusive?' They're everywhere, and it's everything from advertising to PR to market research and medical communications.”

Maiman said the company, which already boasts seven or eight offices outside of the US, might ultimately be open to buying some Argon shops outright, and that they will be pursuing acquisitions in the meantime.

“We want to strengthen everything, and this gives us an opportunity to go shopping,” she said. “This is more than filling gaps. This is about really finding the right partners.” The company acquired Tarrytown, NY-based drug marketing shop Hudson Global in September.

The deal comes as Maiman relinquishes the reins at Draftfcb New York, the flagship office of the healthcare network's mainline agency sibling. Maiman became president of Draftfcb New York in 2010 after a period of tumult in the shop's leadership. During her tenure as president, the agency has landed such big non-pharma accounts as the FDA's anti-tobacco campaigns, plus work from Fidelity Investments, SeaWorld and Amtrak.

She can now focus exclusively on building out the healthcare business, which is based in the network's New York agencies—NeON, Area 23 and Draftfcb Healthcare—not to mention two med-ed companies and a managed markets business. Draftfcb recently took over handling of pharma DTC from Draftfcb New York.

Share this article:
You must be a registered member of MMM to post a comment.

Next Article in Features

Email Newsletters


Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Features

Is your marketing strategy stuck in 2005?

Is your marketing strategy stuck in 2005?

It is not enough to just have a killer black book or Rolodex. The market needs agile, swift marketing

Is guidance stifling social media?

Recent FDA draft guidance was meant to help companies create FDA-compliant tweets and handle third-party misinformation on the web. What other obstacles lie in the path of effective social media use?

FDA social media guides draw flak

FDA social media guides draw flak

Two FDA guidance documents on how health product manufacturers may participate in social media have drawn criticism from industry and consumer groups.