Genzyme Division Taps McKay Fried

BOSTON-McKay Fried & Partners here has picked up an advertising and public relations assignment from a newly formed unit of Genzyme Corp., a biotechnology company in Cambridge, Mass.
The agency has been retained by Genzyme Tissue Repair to handle the introduction of Carticel, a procedure soon to be marketed as an alternative to some current types of knee repair surgery.
The procedure is in the final stages of the federal regulatory approval process. Genzyme expects approval to be granted in the next few weeks, said company representative Susan Walker.
The client plans to launch Carticel through a nationwide advertising and public relations campaign before year’s end, said Walker. Ads targeting orthopedic surgeons will appear mainly in trade journals, though publicity efforts will target mainstream media as well. Some Web-based marketing initiatives may also be undertaken.
McKay Fried won the assignment following a review of undisclosed shops, said agency official John McKay. There was no incumbent. Billings were not disclosed but are believed to be in the low seven figures.
“We really liked their integrated marketing campaign approach,” Walker said.
The agency also impressed Genzyme with its experience handling medical clients such as Quincy Hospital and Weatherby Health Care, Walker said.
“Our work on those two really put us over the top,” McKay agreed.
The agency has enjoyed billings growth of nearly 100 percent in the past year, picking up assignments from Quincy and Weatherby as well as other clients such as Tremont Ale. The shop now claims $25 million in billings and has 30 employees, McKay said.