Unit 7 Wins Two Pharma Accounts, ESPN Mobile

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A year after its relaunch as Unit 7, the Omnicom Group Inc. relationship marketing agency has won three new accounts, two from pharmaceutical clients and one from a media giant.

The New York shop was named the consumer agency for Shire Pharmaceutical's Daytrana brand. This is the first patch for children with attention deficit and hyperactive disorder. Advertising and relationship marketing for the Adderall XR medication breaks this year. Print is part of the media plan.

A global brand positioning and communications assignment from Bayer's diagnostics division is also new. There was no incumbent agency. Unit 7 is developing a positioning strategy in time for an advertising launch next year.

Finally, ESPN tapped Unit 7 to create a direct response television ad campaign for its mobile phone service. New spots break this summer.

"The common thread is strong creative and strong strategy," said Loreen Babcock, Unit 7 chairman/CEO.

Unit 7 clients include Air France, MasterCard, Sanofi-Aventis and Bristol-Myers Squibb. It recently won the Cancer Treatment Centers of America account and was named relationship marketing agency of record for Pfizer's Lipitor brand.

Known as LLKF&B until a makeover in June 2005, Unit 7 received a boost with the arrival of several executives, including one from Pfizer and also the much-decorated Joe Cupani, now vice chairman and chief creative officer.

"Our behavior change process is at the core of the way the agency works," Ms. Babcock said. "It's our approach to any client's business."

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