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NEW YORK Digitas said it would absorb Medical Broadcasting Corp., forming a new division to serve pharmaceutical clients.
The move comes a little over two months after the completion of Publicis Groupe’s $1.3 billion acquisition of Digitas, which as an independent company included the agency of the same name, Modem Media and MBC.
Digitas Health will replace the MBC brand, which it acquired in January 2006.
David Kramer, CEO of MBC, will lead Digitas Health, which will remain headquartered in Philadelphia.
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