ICC Lowe Healthcare advertising & marketing assignments

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ICC Lowe was originally the healthcare marketing arm of Lowe & Partners. The original flagship agency was Integrated Communications Corporation, founded in 1985 in Parsippany, New Jersey. The business was acquired by Interpublic's Ammirati Puris Lintas in 1997, and transferred into the Lowe group three years later as a result of the merger of APL into what became Lowe Lintas. Several other units came and went over the following years. Lowe Bozell McAdams, formed in 2001 from a merger of the healthcare unit of Bozell New York and another Lowe satellite, Lowe McAdams, lost its hold on the Novartis account in 2004, and was closed the following year. Another satellite, Lowe Grob, was shifted into Interpublic stablemate Hill Holliday in 2004. Instead the group opened new boutique agency ICC Trio to specialise in medical education projects, followed by ICC Redshift in 2008 for medical devices and healthcare technology products. Another unit, Alchemy, closed in 2008. This was a consumer healthcare agency that had been set up in 2002 to work on Johnson & Johnson brands. It was formed by a group of executives from former Lowe New York unit Lowe HealthBrands, led by Richard Pounder. He left the company in 2007, and that departure led to the loss of several pieces of J&J business, followed by the closure of the unit. These various changes culminated in the decision to merge all the various units under a single name: ICC Lowe Healthcare. The newly merged agency was named as Large Agency of the Year in 2011 by Med Ad News and as All-Star Agency of the Year by Medical Marketing & Media magazine. It was MM&M's Network of the Year for 2012. Nevertheless, in another upheaval, Interpublic transferred management responsibility for ICC Lowe in 2015 from the main Lowe network to larger sister specialist FCB Health. That realignment prompted the departure of longtime CEO Steve Viviano following an initial integration process. In 2016, ICC and Pace themselves merged under the new name of Cure and the Lowe branding was eliminated in favour of FCB.

Capsule checked 19th November 2020

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Recent stories from Adbrands Update:

Adbrands Weekly Update 14th Jan 2016: Interpublic continued to consolidate its specialist FCB Health marketing network following the absorption of the old ICC Lowe Healthcare group last year. Now two of that network's standalone US units, ICC and Pace, are to merge under the new name of Cure. It will carry the tagline "an FCB Health company", as will the third of ICC Lowe's three main units Trio.

Adbrands Weekly Update 5th Mar 2015: Interpublic announced the consolidation of its two smaller healthcare marketing businesses as a single unit. Management responsibility for ICC Lowe, previously part of the Lowe & Partners group, is to transfer to larger sibling FCB Health. ICC Lowe's long-serving CEO Steve Viviano will depart after an initial integration period, but the three main units of ICC Lowe will continue to trade as separately branded agencies, at least for the time being, under the oversight of FCB Health CEO Dana Maiman. "More and more, we're seeing healthcare business contested at the holding company level," said Interpublic CEO Michael Roth, "with clients looking for truly comprehensive global solutions. We believe there is a real opportunity in focusing our healthcare marketing investment behind two strong global networks, McCann Health and FCB Health."

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