OgilvyHealthcare launches in europe

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LONDON--Ogilvy & Mather Worldwide has brought together its healthcare resources into one Europe-wide network under the OgilvyHealthcare brand in a move to mirror the shift towards cross-border brand management within multinational drugs companies.

OgilvyHealthcare already exists in 16 countries around the world and another 20 O&M offices have healthcare facilities. Plans are for the healthcare resource to expand into several additional markets this year.

Phillippe Pellegrino, formerly chairman of The Performers Group, the Belgian marketing services group recently acquired by O&M, will head OgilvyHealthcare in Europe, reporting to O&M Europe, Africa and Middle East Chairman Mike Walsh.

O&M claims one of the new network's major points of difference will be Healthcare Brand Stewardship, a specific adaptation for the healthcare industry of O&M's proprietary process for developing brands. The network will also draw on other resources of its parent group WPP.

OgilvyHealthcare Europe says it will aim to capitalize on several significant changes in the European healthcare market, such as the trend towards self-medication, a simpler European Union procedure for gaining OTC approval and the changing role of pharmacists in the distribution chain.

O&M says its new network has experience if all major therapeutic areas through working in various markets for clients including Roche, Bristol Myers Squibb, SmithKline Beecham, Novartis, Merck, Searle and Bayer.

Copyright January 1999, Crain Communications Inc.

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