NEW YORK: Aaron Kwittken has left his marketing position at
VennWorks venture capital firm to become MD and head of the new life
sciences practice area at Middleberg Euro RSCG.
Kwittken told PRWeek he projects 80% of new PR business going forward
will be in the life sciences area. "The rest of the business goes from
one agency to another," said Kwittken. "This is an area of the market
with current growth. Despite current economic conditions, it's
well-financed and has a lot of cash."
The six-person Middleberg life sciences practice currently serves
clients Medarex, Gen-mab, and the Quidel Corporation. Kwittken also
brought two clients with him: ChromaVision Medical Systems, and
Venn-Works, which does half its venturing in life sciences.
Explaining why life sciences clients with no previous PR firm
representation would hire an agency during a recession, Kwittken said
investors are persuading companies to market themselves, and PR is the
"A lot of these companies do not have products yet," Kwittken said.
"Advertising can't sell when there's no product. Only PR gives the
credibility that will help determine success."