FCB Health has realigned medical communications firm Hudson Global under the leadership of Area 23 to create a new agency called Area 23 on Hudson.
The newly formed shop will be led by Jamie Cipriano, previously EVP and MD at Hudson Global, and Michael Lieberman, executive director of medical and scientific affairs at Area 23. They will report to Area 23 executives Renee Mellas and Tim Hawkey.
Cipriano will serve as EVP and managing director at Area 23 on Hudson, while Lieberman will be EVP and executive director of scientific strategy and medical affairs at the new shop, overseeing its medical team.
Area 23 will continue to operate in its current form.
The impetus for the merger was clients looking for an agency to work through the entire drug-launch process, from medical- and science-heavy pre-launch work to creative marketing campaigns as a drug goes to market.
Last month, FCB Health launched Studio Rx Productions, an internal content-production shop that was separated into a standalone agency. Hudson Global’s internal production team, HiLine, will be folded into Studio Rx.
FCB Health has made other network changes this year. The group expanded its global footprint to Brazil last month and launched a creative branding agency in March. The agency network was named healthcare network of the year at this year’s Cannes Lions International Festival of Creativity.
In 2017, FCB Health New York generated an estimated $182 million in revenue, an increase of more than 10% from the previous year as it added 14 accounts. The New York office has more than 600 staffers. Area 23 saw an estimated $102 million in revenue, up 17% from 2016. Revenue information for Hudson Global wasn’t immediately available.
Correction: This story was updated on September 12 to correct the leadership reporting structure and realignment of Area 23 on Hudson and to clarify that revenue numbers were from FCB Health New York.
