Omnicom deal seals healthcare gap in Diversified Agencies' offer

NEW YORK: Omnicom Group's marketing services division, Diversified Agency Services (DAS), has purchased Matthews Media Group (MMG), a dollars 9 million healthcare PR and marketing firm.

NEW YORK: Omnicom Group's marketing services division, Diversified Agency Services (DAS), has purchased Matthews Media Group (MMG), a dollars 9 million healthcare PR and marketing firm.

NEW YORK: Omnicom Group's marketing services division, Diversified Agency Services (DAS), has purchased Matthews Media Group (MMG), a dollars 9 million healthcare PR and marketing firm.

MMG specializes in recruiting patients for clinical trials, and healthcare and public education. Some of DAS' agencies include substantial healthcare divisions, among them Porter Novelli, Ketchum and Fleishman-Hillard.

In addition, DAS last year invested in SCIREX, a research organization.

Patient recruitment is of particular interest to Omnicom, according to DAS chairman and CEO Thomas Harrison. 'It is our vision to get as close to the clinical development process as we can so that we can maximize the potential of the ultimate brand,' he said.

MMG will continue to operate independently. 'We push the management back out to the companies,' Harrison said. 'They want to remain entrepreneurial, and that is what they will do,' he continued.

For MMG, Omnicom will boost the firm's potential to operate outside the US. 'One client of ours is going to Singapore and is asking us if we can handle international patient recruitment,' said MMG's CEO Molly Mahoney Matthews.

MMG's client list includes the National Cancer Institute, the Juvenile Diabetes Research Foundation, corporate bodies and the National Institutes of Health.

Matthews would not predict exactly how MMG's fee billings will increase, but said the change will be significant.

'Omnicom is going to drive business to us,' she said. 'When companies see all that we have done, they hire us. Omnicom will give us the opportunity to tell our story to a larger audience.'

See Editorial, p. 10

DAS'' PR interests

Agency                       Specialty

Brodeur Worldwide            Hi-tech

Clark & Weinstock            Lobbying

Cone                         Cause-related





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