The new division will combine the strategic Healthcare Communications team in the UK (previously part of WRG) with the award-winning scientific and skills-based training capabilities of the US Axiom team, enabling TCEG to offer a wider range of scientific and creative engagement services.

The division will have a presence across TCEG’s UK offices, including London, Plymouth and Manchester, along with Yardley and Philadelphia in the US, giving the team even greater capability to combine its medical training and engagement expertise with the creative, live events, environments, film and immersive technology services of the broader group.

Axiom will "deliver a unique, best-in-class value proposition to our clients’ commented Mike Ballas, Global chief executive of Axiom, before explaining: "The enhanced Axiom team will blend their knowledge, industry experience and creativity with the outstanding capabilities of The Creative Engagement Group to partner with our clients to deliver unforgettable experiences that drive scientific engagement and business performance".

The team will be led globally by Mike Ballas and headed in Europe by Jayne Marks, both of whom will report to Russ Lidstone, group chief executive of The Creative Engagement Group, who said the launch "comes at a time when clients are increasingly looking to us to provide strategic leadership and engaging, innovative content that can be executed using a range of channels including live events and immersive technologies.

"This move really strengthens The Creative Engagement Group’s offering and reaffirms our strategic capability in healthcare, both in Europe and the US".

The launch comes soon after TCEG posted like-for-like growth of 34% for 2018, underpinning the commitment to enhance its strategic relationships with clients.

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