Omnicom Health put its name on the recently acquired FCB Health New York, rebranding the advertising agency Olixir New York in the wake of its megamerger with Interpublic Group.
After completing its acquisition of Interpublic in December, Omnicom immediately integrated FCB into its existing BBDO Group. The decision to discontinue the FCB brand, which was founded in 1873, raises questions about the future of the defunct global network of medical institutions. Omnicom’s healthcare marketing division answered key questions Wednesday and revealed that FCB Health New York will now operate as Olixir New York.
Olixir is the result of a collision between the Omnicom brand and the word “elixir,” meaning a magic potion or medicinal potion. Omnicom said the combination of its “O” and Elixir demonstrates “the magic that happens when its historic success, creative and strategic capabilities, and commitment to innovation are combined with the vast resources of its interconnected network and the breadth and depth of its AI-enabled capabilities.”
Linda Bennett, who led FCB Health NY, retained her top job at Olixir NY. Late last year, Bennett became president of FCB Health New York after Sarah Hall left to join Avarere Health. Olixir also retained Kathleen Nanda, who continues in the role of chief creative officer at FCB Health NY.
Omnicom has launched Olixir in the US and plans to bring this new brand to other markets soon. The healthcare marketing agency’s UK base, FCB Health London, continues to use its pre-acquisition name.
These offices form part of the larger healthcare marketing and communications group created by Omnicom’s acquisition of Interpublic. Healthcare and pharmaceuticals accounted for 15% of Omnicom’s $17.3 billion in revenue last year. This area is even more important to Interpublic, whose healthcare division generated 31% of its revenue before billable expenses in the full year last year as a standalone company.
At an investor day last month, George Manas, Omnicom’s chief growth and solutions officer, said the company’s customers now include three of the top five pharmaceutical companies (PDF). Omnicom CEO John Wren used the event to tell analysts that the company wants to make “a number of acquisitions” now that things are settling down after completing the Interpublic deal.
