Mickelberg will help Deloitte Digital move into the life sciences market.

Deloitte appointed Larry Mickelberg, the former president of Havas Lynx in the U.S. and chief digital officer at Havas Health, as its new managing director.

In the newly created role, Mickelberg reports to Greg Reh, Deloitte’s U.S. life sciences sector leader. He will also help Deloitte Digital move into the life sciences market.

The appointment comes a year after Deloitte acquired San Francisco-based advertising agency Heat, which now operates within Deloitte Digital. With that acquisition, Deloitte Digital has said it aims to combine its expertise in business strategy with Heat’s creative leadership.

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“My charge is to build and lead cross-functional agency teams in strategy, build digital design, and customer experience to help create this industry-focused practice,” said Mickelberg.

He plans to incorporate platforms and technologies used by Deloitte globally to help grow the life sciences business. Those technologies include an in-house blockchain lab in New York as well as existing relationships with companies like Amazon, Salesforce, IBM Watson, and Sprinklr.

“Applying these platform technologies to life sciences will be exciting and sometimes never done before,” said Mickelberg. “I think we’re in an innovation moment for patients and healthcare providers where the advent of new technology is going to positively change lives.”

Havas Lynx, in turn, has named Dennis Urbaniak as its U.S. president and chief digital officer to replace Mickelberg. Urbaniak was most recently a managing director at Accenture and has held leadership roles at Sanofi. He reports to Donna Murphy, global CEO of Havas Health.