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.