Viviano to helm Lowe Healthcare agencies

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Viviano to oversee Pace, Interlink and the ICC agencies
Viviano to oversee Pace, Interlink and the ICC agencies
Steve Viviano was named president of Interpublic Group's Lowe Healthcare Worldwide and its advertising and marketing units, including a just-launched digital arm, MM&M has learned.

The Lowe Healthcare network includes ICC, the four agencies comprising it, and two other health-focused shops. As CEO of ICC, Viviano will continue to oversee its offices—professional shop Trio, device and medical technology unit Redshift and London-based Brand (x), along with flagship ICC. The president of Interlink and the general manager of Pace, Lowe's two other East Coast healthcare offices, will now also report to him.

Viviano still reports to Sal Perreca, network chairman. Paul O'Neill has been promoted from general manager to president in charge of the flagship office's day-to-day operations.

"As general manager, Paul has been an integral part of ICC's success over the past three years," said Viviano. "Having him take over full day-to-day control of the office will allow me to focus on growing all of Lowe Healthcare and in charting a strategic direction for the network. In addition, with Paul now overseeing Redshift, Paul's prowess at bringing in new business will bear fruit in the medical technology arena as well."

Other senior-level title changes and hires within the network are set to be announced in coming weeks.

An additional group under the ICC umbrella, ICC Thermal Digital, launched in the fourth quarter. Chief digital officer Eugene Lee, hired last April, runs the unit, whose work includes tablet PC and interactive promotion.

Thermal won four new assignments in that area from Johnson & Johnson/Pricara: pain drug Nucynta, bladder pill Elmiron and contraceptives Evra and Lo. Two more digital assignments came from Ferring—one for infertility product Bravelle where the agency just completed a new iPad sales aid, and Lysteda, where ICC will be handling all the interactive market development work prior to launch plus the brand launch on iPad and interactive platforms.
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