Edelman PR Worldwide's London office has created a consumer
healthcare division, with a target of earning the firm £500,000 of
business in its first year.
UK chief executive John Mahony claimed the 'equity' the agency possesses
in the consumer health sphere as a driving factor in the decision to
launch.
He cited the success of the agency's American arm in this sector.
Edelman handles global accounts for Johnson & Johnson contact lenses and
Kimberly-Clark babycare products, and launches its UK consumer
healthcare division with five clients.
Mahony blamed the delay in introducing the division in Europe on the
reluctance of client companies to talk to consumers through
agencies.
He conceded the rising value of the sector was pivotal to the move,
adding: 'In a recessionary environment, healthcare and consumer are huge
growth sectors.'
The agency will, he said, be targeting market leadership, and look to
the 'major players' of the industry as clients, citing GlaxoSmithKline,
Pfizer, Roche and Novartis as firms with which Edelman will seek to
work.
Edelman senior consultant Rose Black - recruited three months ago to
oversee the creation of the division - heads the consumer health
offering, alongside MD and consumer head Ashton Coleman-Smith and
healthcare director Nigel Breakwell.
The division consists of 12 staff drawn from the firm's consumer and
healthcare divisions.
Mahony took over the running of Edelman London last month when his
predecessor Tari Hibbitt stepped down to go freelance (PRWeek, 28
September).
His stated aim on taking the role was to double fee income at the
independent agency to £25m within three years.
