Omnicom Health has stamped its mark on the recently acquired FCB Health New York, rebranding the ad agency as Olixir New York in the aftermath of the mega-merger with Interpublic Group.
After closing the Interpublic takeover in December, Omnicom promptly folded FCB into its existing BBDO group. The decision to retire the FCB brand, which originated in 1873, raised questions about the future of the now-defunct global network’s healthcare agency. Omnicom’s healthcare marketing wing answered a key question Wednesday, revealing 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 magical or medicinal potion. Omnicom said combining its “O” with elixir shows “the magic that happens when its storied success, creative and strategic prowess and commitment to innovation are paired with the breadth and depth of the interconnected network’s vast resources and AI‑enabled capabilities.”
Linda Bennett, who led FCB Health NY, has retained the top job at Olixir NY. Bennett became FCB Health NY president late last year, following Sarah Hall's departure to join Avalere Health. Olixir has also retained Kathleen Nanda, who is continuing in the chief creative officer role she held at FCB Health NY.
Omnicom is launching Olixir in the U.S. and plans to bring the new brand to additional markets soon. FCB Health London, the healthcare marketing agency’s U.K. outpost, is still using that pre-takeover name.
The offices form part of a vast healthcare marketing and communications group created by Omnicom’s acquisition of Interpublic. Healthcare and pharmaceuticals accounted for 15% of the $17.3 billion in sales generated by Omnicom last year. The sector was even more important to Interpublic, with healthcare generating 31% of revenue before billable expenses in its last full year as a standalone company.
At an investor day last month, George Manas, Omnicom’s chief growth and solutions officer, said (PDF) the business now lists three of the top five pharma companies among its clients. Omnicom CEO John Wren used the event to tell analysts that the company wants to make “a number of tuck-in acquisitions” now that things are settling down after closing the Interpublic takeover.