Digitas will acquire Philadelphia-based interactive agency Medical Broadcasting Company for more than $30 million ($22.4 million in cash and $8 million in stock), reports AdWeek. Full-service MBC focuses on the pharmaceutical and medical industries. Clients include Wyeth and Astra Zeneca. MBC handles media and creative for direct-to-consumer advertising and direct-to-physician programs, as well as video production and relationship marketing.
Digitas expects to close the deal in the first quarter of the year. The acquisition is Digitas's first since it bought out Modem Media in July 2004.
MBC will retain its name and management, including CEO David Kramer and president Linda Holliday.
