Draftfcb Healthcare merges 2 of its branches

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Area 23: Absorbing smaller unit
Area 23: Absorbing smaller unit

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 located on 23rd street. Its larger counterpart, Draftfcb Healthcare, is on 33rd.

The 70-person, mid-sized agency 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.

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.

Matt Lane, who had been EVP/group management director for Project X-Ray, has joined Area 23, according to an announcement yesterday heralding the agency's “official” launch.

Area 23 provides a blend of professional, patient and managed care services for the accounts.

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