Aventis puts end to its multicultural marketing outfit

BRIDGEWATER, NJ: Aventis Pharmaceuticals has eliminated its multicultural marketing division and incorporated that responsibility into the brand teams, the former head of the department said.

BRIDGEWATER, NJ: Aventis Pharmaceuticals has eliminated its multicultural marketing division and incorporated that responsibility into the brand teams, the former head of the department said.

?The idea was trying to get the multicultural aspects more integrated in the brand,? said Julia Amadio, former VP of multicultural marketing.

Amadio noted that she and Aventis made a mutual decision to part ways at the beginning of last month.

?It needs a lot more strategic oversight,? she said about the plan to eliminate the division.

Amadio and her staff of four started programs that educated minorities on the importance of getting screened for diseases like diabetes. The department also worked to raise minority participation in clinical trials.

?We do have a commitment to that area, and this was a way to move the ball forward,? said Christine Kirby, senior manager of communications at Aventis.

Kirby said the decision was unrelated to and predated the merger with Sanofi-Synthelabo.

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