Wray leaves Zeno to start Brodeur-backed healthcare practice

NEW YORK: Charlotte Wray, managing director and healthcare lead at Zeno Group, has left the agency to join Omnicom's Brodeur Group, where she will start a new health division, Mosaic Health Communications.

NEW YORK: Charlotte Wray, managing director and healthcare lead at Zeno Group, has left the agency to join Omnicom's Brodeur Group, where she will start a new health division, Mosaic Health Communications.

At New York-based Mosaic, Wray will be president. She said it is too early to talk specifics about the new venture, but that she had been talking to the group for eight months.

She allowed that the new group will not be so much a division of Brodeur as a separate entity, working with Brodeur and other units under Omnicom, part of an effort by the holding company to pull together a "‘miniworld' of integrated services," she said.

Ray, who said she expects to start at Mosaic in a "couple of weeks", said she was enticed by Omnicom's focus on talent, retention, and recruitment.

"What's been interesting for me is that the Omnicom Group really wants people to come in and build businesses," Wray said. "They are very people-centric; they look for smart people and they find a place for them."

Wray will be reporting to Brodeur Group CEO Andrea Coville, who said she had been looking for someone to lead Brodeur's small medical practice focused on devices and medical information technology.

"Charlotte has talent and a terrific background, and what I decided at that point is it made a lot of sense to start a sub-brand that is part of what is now part of Brodeur Group of companies," she said. "She will be building that as a separate brand that will tie into Omnicom's family of healthcare as well as our international network."

Coville added that the vision is to provide a suite of marketing services to healthcare companies beyond PR.

"But right now PR will be the focus."

The new agency, per Coville, is part of an evolving strategy.

"Brodeur is morphing into more of a Brodeur Group of companies," she said. It will be a "constellation of companies that are not competitive but synergistic; there will be different brands that represent crisis comms, branding, healthcare, and digital marketing. It's kind of a confederation of companies the clients can pick and choose from."

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