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As the exploding $1 billion-plus domestic DTC ad boom readies to spill over to international markets, McCann-Erickson WorldGroup is jockeying for position with new executive appointments.

The agency tapped Mark Worman as president of McCann-Erickson Consumer Health, a joint venture formed between McCann-Erickson North America and Torre Lazur Healthcare Group that's billed $50 million since its inception last summer. At the same time, Judy Capano becomes exec VP-director of operations for McCann-Erickson WorldHealth.

The move comes as the RX advertising market breaks wide open in other countries, said Mr. Worman, 41.


McCann's faith in DTC's international promise is demonstrated by the fact it named Australian native Mr. Worman to the post even though the U.S. and New Zealand are the only countries that currently permit DTC ads on TV.

The promotion "says everyone in our network understands how to do DTC advertising," said Joe Torre, chairman and CEO of McCann-Erickson WorldHealth. "It's just the countries they work in only allow it to a limited degree."

The boom in U.S. healthcare advertising could be attributed to the fierce competition among pharmaceutical companies, but Mr. Worman believes information-hungry consumers are at least equally responsible.

Mr. Worman succeeds Jack Davis, who is moving to a new post at Torre Lazur's Parsippany, N.J. headquarters.

Since 1996, Mr Worman has served as regional director of the Asia-Pacific region for McCann-Erickson WorldHealth, based in Sydney. There, his work focused primarily on advertising to healthcare professionals.

Ms. Capano, 33, had been exec VP-international operations for McCann-Erickson WorldHealth, and in that post helped expand the agency's healthcare network to

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