The new Huntsworth Health also incorporates branding/ad agencies PBC and VB Communications and market research company Brand Health International. The latter's brand will continue to be promoted, but the others will also be axed.
The new company, whose CEO is David Rowley, will have a single profit-and-loss account and around 100 staff at two offices.
Huntsworth Health will have three divisions, the largest of which - ‘medical comms' - is to be overseen by former Avenue CEO Sandy Thomson. The division has around 50 staff - around 30 drawn from Avenue and 20 from Jago Pearce.
The other divisions are badged ‘creative services', which includes digital comms (around 25 staff), and ‘brand consultancy and advertising' (around 20 staff).
Jago Pearce MD Mike Dixon becomes UK operations director of the new structure.
Avenue's current Chiswick HQ will become Huntsworth Health's London base, and a new office is being sought in the Thames Valley region, most likely in Marlow, Buckinghamshire. Jago Pearce's offices in Beaconsfield, Buckinghamshire, and PBC's premises in Marlow, will be vacated.
Huntsworth bought Avenue just over two years ago (PRWeek, 13 Aug 2004). The acquisition of the agency came just over a month after Huntsworth snapped up Jago Pearce and VB (PRWeek, 9 July 2004).
Other non-health specialist Huntsworth PR companies include Trimedia, Grayling and The Red Consultancy.