MDC Forms New Health Agency

MDC Partners Inc. has formed a new health and wellness focused agency called Antidote 360. The new shop will be composed of a team cherry-picked from specialist firms throughout the holding company’s roster of shops and will be led by three senior executives: Jennifer Deutsch, Kathy McCuskey and Aaron Kwittken.

The new agency’s offering includes internal and external marketing campaign creation and support, PR, issue and crisis management, content creation, design, editorial services, digital strategy and execution, event and conference support, global market research, social media campaign generation and analytics, and other services.

Initial clients include HealthSpot, a service organization that connects patients to providers in retail clinics, pharmacies and other health related providers;  Gabriella’s Kitchen’s Skinnypasta brand, an undisclosed  hospital system and an undisclosed medical device manufacturer.



“The dramatic pace of change and significant pressures affecting the healthcare industry necessitate a transformational and entrepreneurial approach to driving the most effective marketing communications solutions,” stated Miles Nadal, Chairman and CEO of MDC Partners. “Leveraging MDC’s innovative partnership model dedicated to specialist collaboration around client challenges, Antidote 360 promises to maximize revenue streams for new and existing health and wellness brands.”

Deutsch has been EVP Doner Advertising in Cleveland since 2006. MDC acquired a stake in the agency in 2012. McCluskey has been CEO at Minneapolis-based ad shop Yamamoto. Kwittken heads the eponymous PR shop he founded, which is now part of KBS+.

“Today, there are a wealth of new challenges and opportunities brought about by the Affordable Care Act, the largest shift in US healthcare since President Johnson created Medicare and Medicaid in 1965,” said Deutsch.  “The platform of ‘health’ represents countless paths to purchase, and we are in a unique position to translate those new value creation opportunities for all types of marketers, even for those that have never previously played in the health and wellness spaces.”

MDC said that Antidote 360 has a presence in New York, London, Minneapolis, San Francisco, Shanghai, and Toronto.

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