MOST CREATIVE AGENCY
BEST MEDICAL DEVICE CAMPAIGN
BEST SELF-PROMOTIONAL CAMPAIGN
|Active business clients||16|
|Brands by 2013 sales|
|Brand-product accounts held||27|
|$25 million or less||6|
|$25 million – $50 million||7|
|$50 million – $100 million||2|
|$100 million – $500 million||7|
|$1 billion or more||1|
|Multichannel brand communications||75%|
Pacific Biosciences Laboratories
Roche Molecular Diagnostics
Athriving, engaging culture, combined with great work and top talent, make Dudnyk the place to be in 2014, according to its leadership. “Our agency culture fosters creativity, strong teams, and personal growth,” says President Frank X. Powers. “This allows us to do what we do best – unleash the inciteful healthcare marketing process to hone strategy that leads to transformative branding and creative for our clients.” In 2013, Dudnyk focused on building a strong culture, attracting industry-leading talent and perfecting the process that drives strategy and creative. The result was a banner year of growth and change for the independently owned and operated Dudnyk. “We are proud of our award-winning work and meaningful client relationships,” Powers says. “Plus, we learn and have fun along the way.”
The Year’s Accomplishments
In 2013, the agency added eight new brands and six new clients, among them Cubist Pharmaceuticals, Ikaria, Myoscience, Echo Therapeutics, Dentsply Midwest, and NDC. Dudnyk’s work ranges from anti-infectives and ophthalmics to diabetes, pediatric oncology, critical care, and orphan disease. With Nicox, Dudnyk executed naming, branding, and a launch campaign for Sjö, an advanced diagnostic for the early detection of Sjögren’s Syndrome. At the same time, the agency created and launched a disease awareness campaign that was endorsed by the Sjögren’s Syndrome Foundation. With Jazz Pharmaceuticals, Dudnykrelaunched Erwinaze in pediatric oncology. The agency developed a new campaign and a suite of digital and print tactics – personal and nonpersonal – to power the brand. “There’s nothing we love more than helping our clients with strategic challenges and creating motivating brand experiences that change their audiences’ behavior,” Powers says.
During 2013, Dudnyk promoted and significantly added top talent. Essential to this effort was the addition of Kathie Carnes, VP, to head up human resources. A key player on the medical advertising scene for more than 17 years, Carnes knows, or has met, the majority of veteran and young talent in the Philadelphia area. Using her network, Carnes was able to bring 12 of the area’s top talent to the agency in the past year. “Kathie has an uncanny ability to connect with people, both on the phone and in person,” Powers says. “Her professionalism and authenticity are instrumental in helping us in our mission to bring the best of the best here to Dudnyk.”
The agency’s culture is unlike any other, as the range of activities throughout the year shows. Most recently, Powers kicked off Dudnyk 360 Fit with a free activity tracker for every employee and a new kitchen stacked with healthy foods. Group activities during the year included the March for Babies, the Color Run, and a highly anticipated softball competition. Also new is the opening of “The Dorm,” a creative concepting suite with inspiring decor, a flat screen, and a mini fridge. Events like the Chili Cook-off, Chocolate Hangover, and Summer Picnic with the surprise appearance of an ice cream truck were punctuated by impromptu Guinness sessions and happy hours on Friday evenings. “Everything we do is based in the belief that a strong agency culture is behind this industry’s greatest achievements,” Powers says. “We work hard, value our people, and celebrate all the great aspects of working together.”
Other noteworthy accomplishments this year were nominations for numerous prestigious industry awards and copy supervisor Kristin Morris being named a Future Famer by the Medical Advertising Hall of Fame. “We appreciate industry recognition, but more important to us is the gratification we get from helping our clients become stars in their organizations, and having the opportunity to do the smart, creative, groundbreaking work that makes us proud,” Powers says.
Structure And Services
Dudnyk is a full-service agency specializing in creating motivating brand experiences for specialty physicians and their patients. Agency expertise includes brand identity, positioning and messaging, campaign development, launch planning, digital, rebranding, and professional sales promotion. This work as well as the agency’s award-winning patient education and disease state awareness campaigns are executed across digital and print communications.
Executives say in 2014, Dudnyk will continue an emphasis on four key agency strengths. First, the agency has always been fiercely independent and will continue to be so. “Being self-directed and making our own decisions based on client and employee needs is a formula that works for us,” Powers comments. Second, the agency is committed to continuing its top-tier talent recruitment. Third, industry-leading quality processes will adapt as the agency changes and grows. Additionally, “We are proud of our unique culture that makes people a priority. This culture will continue to make Dudnyk one of the most positive, creative, and vibrant of any agency in the business,” Powers notes.
Giving back to the community in a meaningful way is important to everyone at Dudnyk. This year, several projects helped make life better for others. Dudnyk is an annual sponsor and participant in the March of Dimes. To raise money for premature babies, employees held raffles and yard and bake sales. Almost 100 percent of the agency turned out to walk at the March for Babies in the spring. Dudnyk also sponsored a golf outing for the Pathway School for learning-disabled children, donated creative work to the Joshua Frase Foundation for people with congenital myopathies, and supported victims of Hurricane Sandy. For the holidays, the agency donated toys on behalf of the Coco Foundation, supporting people touched by pediatric cancer, and sponsored area families with food and gifts for the holidays.
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December 2015 Focus: Ad Agency Roundtable