MESSNER AND LALLY CREATE CONSUMER HEALTHCARE UNIT

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Two Euro RSCG agencies have formed a joint venture that reflects the latest evolution in marketing healthcare products to consumers.

Consumer shop Messner Vetere Berger McNamee Schmetterer/Euro RSCG and pharmaceutical agency Lally, McFarland & Pantello are combining their strengths in Messner/LM&P. The venture doesn't replace either New York shop.

"We think this is the way of the future," said Ed Tedeschi, a Messner Vetere partner who, together with Ron Pantello, Lally chairman-ceo, will head up the new venture. "There's been a blurring of the line between what marketers of healthcare products say to professionals and what they say to consumers. We want to offer expertise from both sides."

Messner/LM&P will handle promotion of over-the-counter healthcare products and prescription-to-OTC switch brands, as well as direct-to-consumer advertising of prescription-only products.

Messner Vetere, with $580 million in billings, counts Volvo Cars of North America, Stouffer Foods Corp. and Club Med as clients. Lally's $114 million in billings includes Procter & Gamble Co., Wyeth-Ayerst Laboratories and Adria Pharmacia.

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