USA, Chicago, has formed healthcare unit LeoHealth and said it will start with existing Burnett clients whose accounts generated more than $150 million in billings last year. LeoHealth will handle direct-to-consumer ads for prescription drugs as well as ads for over-the-counter products. Burnett said the LeoHealth logo features an X-ray of an apple, a Burnett symbol. LeoHealth will handle heavily promoted DTC brands: Prozac from Eli Lilly & Co.; Allegra from Aventis; and Celebrex from Pfizer and Pharmacia Corp. OTC brands housed there are Metamucil and Pepto-Bismol from Procter & Gamble Co. and NatureMade vitamins from Pharmavite Corp. All are existing Burnett clients. The unit will be led by Toby Sachs, CEO, and Gerry Miller, chairman-chief creative officer.
Copyright July 2000, Crain Communications Inc.