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Publicis is to launch a women's health and fashion specialist operation headed by Bates UK's Miriam Jordan Keane.
Keane will be the director in charge of the as-yet-unnamed operation, which will launch within the next two months.
The move is part of Publicis' bid to establish itself further in the female health and interest market that incorporates luxury products.
It already holds the advertising accounts for the beauty specialists L'Oreal, Cacharel fragrances and the cosmetics brand Helena Rubinstein, among others.
Keane will work to develop a new-business offering that understands women's needs and maximises how brands can talk to female consumers.
Grant Duncan, the chief executive of Publicis, said: 'We are delighted to have someone of Miriam's calibre ...