MERGED AGENCY TO FOCUS ON HEALTHCARE ADVERTISING
By Adnews Staff
MDC Communications of Toronto has merged LBJ Advertising and Freeman Rodgers Battaglia to capitalize on the increasing demand for social marketing in the healthcare field. "The healthcare environment is changing and we are changing with it," says LBJ president and CEO Terry Johnson. "Canadians are demanding more information so they can talk with their doctors about their options. They want to understand their health problems and all of their choices, and they expect to be a part of any decision made about them." The merged agency will be called LBJ*FRB and will consolidate its Toronto operations at FRB's Toronto headquarters. Johnson will become CEO of the merged agency, while FRB president Steve Freeman will be chairman. LBJ of Toronto specializes in pharmaceutical marketing and healthcare education programs. FRB is know for its campaigns on issues such as AIDS, drinking and driving, smoking cessation and cholesterol education.