Communications giant FCB Health Network has announced the launch of Area 23 On Hudson, a realigned offering that combines Hudson Global’s medical communication expertise with Area 23’s agency services and creativity.
It will be under the leadership of Area 23, and headed up Jamie Cipriano, who has undertaken a 12-year stint with Hudson Global, and still remains as its vice president, account services. Now she takes up a managing director role at the new offering.
Michael Lieberman will also jointly lead the agency as the executive vice president, executive director, medical/science affairs.
Chief exec and president of FCB Health Network, Dana Maiman, said: “We’re excited to infuse Hudson Global’s world-class clinical and technologically advanced offerings with Area 23’s bold innovation and creativity.
“As FCB Health Network continues to grow, we are truly never finished addressing our clients’ constantly evolving challenges.”
Area 23’s co-Managing Directors Renee Mellas and Tim Hawkey will also oversee the new offering, which will be located in New York, US.
Mellas said: “Our clients spoke and we listened. Today, there seems to be much more of a blurred line between promotional medical education and agency-of-record assignments.
“More and more of our clients were looking for partners to travel with them on the early prelaunch journey, through launch and beyond. This new structure enables us to better meet their needs by infusing massive creativity with their critical med ed needs.”
As part of the realignment, Hudson Global’s medical marketing and medical communications division, 5 Medical Marketing, will operate in partnership with Area 23 On Hudson.
Meanwhile, Hudson’s production team will fold into Studio Rx productions, FCB Health Network’s filmmaking and animation production agency, which is led by director of content creation Matthew Hall.