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KETCHUM COMMUNICATIONS FORMS HEALTHCARE NETWORK

Executive Summary

KETCHUM COMMUNICATIONS FORMS HEALTHCARE NETWORK to pull together the resources of Ketchum Advertising, Ketchum Public Relations and its communications unit Botto, Roessner, Horne & Messinger on an as-needed basis. Although the network was not formally in operation, Ketchum has coordinated the three divisions in the past for clients such as Schering-Plough and Ciba Consumer. The network will be under the direction of Robert Botto, who assumes the title of managing director of the new unit in addition to his current post as president and CEO of BRH&M. In a June 7 press release announcing the formation of the network, the agency said Botto will be responsible for "marshaling all the healthcare related resources throughout the Ketchum system." "Recently we've found that our clients' communications needs extend well beyond what most health care advertising agencies currently provide," Botto said. "Consequently, we've found ourselves teaming up with other Ketchum resources in order to resolve our health care clients' marketing issues. As a result, we have formalized the arrangement into a convergent communications capability under the umbrella of the Ketchum Healthcare Network," he explained. The new unit will draw on Ketchum's existing expertise from the agency's various divisions on a client-by-client basis. For each account, a "team" will be formed that will work under the auspices of Ketchum Healthcare Network. Ketchum's current prescription drug clients include Johnson & Johnson (Floxin, Pancrease, Hismanal) and Hoechst-Roussel (Diabeta, Topicort). The OTC roster includes products from SmithKline Beecham, Ciba and Rhone-Poulenc Rorer. New York-based Ketchum Communications, Inc. the corporate entity overseeing Ketchum Advertising, Ketchum Public Relations and BRH&M is listed in the January 1993 Standard Directory of Advertising Agencies as billing approximately $1.03 bil. annually. The firm employs more than 1,000 people.
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PS022785

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