Kwittken joins the Middleberg team

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

best way.

"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."

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