MDC Partners is building a health care agency from the ground up in an effort to help both health and non-health brands find new revenue streams in a changing healthcare system.
The move to build instead of buying an existing shop, a departure from MDC's tendency to grow through acquisition, is the brainchild of three existing MDC agency executives who will lead the agency, dubbed Antidote 360: Doner's Jennifer Deutsch, Yamamoto's Kathy McCuskey and Kwittken's Aaron Kwittken. Each exec will retain his or her existing agency leadership duties while overseeing the new shop and its standalone P&L. Antidote, which can borrow resources from MDC siblings, is starting off with two dedicated employees and four clients. It does not yet have dedicated office space.
The goal, according to the leaders, is to support new and existing MDC clients across disciplines such as advertising, PR and digital marketing, as well as seeking new health-oriented revenue streams for both health and non-health brands. Among its four new clients are a hospital system and medical device company.
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