Publicis creates new digital agency Razorfish Healthware
pharmafile | August 31, 2012 | News story | Medical Communications | Razorfish Healthware, advertising, digital, publicis
Two Publicis agencies, Razorfish Health and Publicis Healthware International are to be merged to create Razorfish Healthware, which will focus on the rapidly expanding digital market.
The two firms are part of Publicis’ Healthcare Communications Group (PHCG), which says the new merged business will enhance clients’ access to digital solutions, offering world-class marketing skills, leadership, and a unique outlook on the evolving digital health landscape.
Publicis acquired Razorfish from Microsoft in 2009 for around $530 million, as a way to increase its presence in digital advertising.
Since then digital advertising has become increasingly important in all sectors, and digital revenues made up nearly a third of Publicis’ total group revenues in 2011, up from just 7% in 2006. Digital media is the fastest-growing part of its business, and Publicis expects its US operations to see digital revenues overtake traditional ones this year.
Sam Welch, PHCG Group President says: “Both agencies are recognised thought leaders in the digital health and technology space, with strong geographic presence and unique strengths that complement one another. Bringing them together ensures that clients have access to the best minds in the market on a global scale.”
The firm says Razorfish Health emphasises creating brand experiences, using a unique mix of insight, technology, creativity, and industry savvy so that clients can build healthy relationships that last. Meanwhile Publicis Healthware International’s experience spans developing new technologies, web and mobile solutions, as well as e-detailing, CRM, and KOL management. The agency says it uses integrated research and development to create business solutions aimed at improving communication within the health and wellness sector.
Razorfish Healthware’s operations will be led by Roberto Ascione, who says: “The emergence of mobile, social, and other interactive channels requires agencies and their partners to re-think their strategies and tactics. In our industry we encounter complex, global brands that require sharp, creative minds who deeply understand client challenges.” He added that the combination of the agencies would help clients to “fully embrace their digital transformation.”
The combined global organisation of Razorfish Healthware will include more than 300 employees working around the world. Key clients range from pharmaceutical and medical device companies to healthcare institutions to food & wellness companies.
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