Draftfcb Health creates spin-off to handle Roche business

Share this article:

Manhattan-based Area 23, an offshoot of Draftfcb Healthcare, will service several clients including Roche.

The spin-off is the second one created this year by the Interpublic Group agency, which formed Project X-Ray to handle Pfizer business, including antibiotic Zmax, migraine drug Relpax and its women's health line.

Among Area 23's existing accounts will be Roche's Phase III rheumatoid arthritis compound Actemra, US and global, and its anemia biologic Mircera, whose US patents are the subject of an ongoing legal dispute with Amgen which could limit the Roche drug to ex-US markets. (A judge agreed with Amgen this month, and the biotech said it will move to block Mircera's US commercialization.) Area 23 is already working on the overseas launches.

Other accounts include GlaxoSmithKline's Lamictal for bipolar and epilepsy, US, as well as some smaller brands from other manufacturers. The 70-person office will be headed by two creative directors, Melissa Cahill and Steve Bateman, and by Mike Guarino, managing director.

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

Next Article in Channel


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 Channel

Five things for pharma marketers to know: Monday, September 15

Five things for pharma marketers to know: ...

Pharma has sought 76 meetings with FDA over biosimilars; Gilead licenses Sovaldi to India generic drugmakers; Pfizer and Ranbaxy Lipitor lawsuit dismissed.

Liraglutide, aiming for new indication, gets new name

Liraglutide, aiming for new indication, gets new name

Why Novo Nordisk is choosing not to leverage Victoza's brand equity as it seeks a weight-loss indication for liraglutide.

Five things for pharma marketers to know: Friday, September 12

Five things for pharma marketers to know: Friday, ...

An FDA panel voted in favor of liraglutide for weight loss; Allergan investors backing an attempted takeover of the firm crossed a critical threshold; and 100 million health wearables are ...