FCBCURE: 2016

FCBCURE

5 Sylvan Way

Parsippany, NJ 07054

Phone: 973-451-2400

Website: fcbcure.com

 

 

Accounts

Account wins            1

Active business clients       11

 

Brands by 2015 sales

Brand product accounts held        30

$50 million to $100 million 2

$100 million to $500 million          15

$500 million to $1 billion    7

$1 billion or more    3

Products not yet approved/launched  3

 

 

Services Mix

Professional Advertising                50%

Direct to Patient                               20%

Interactive                                         15%

Medical Education                          10%

Consumer Advertising                      5%

 

 

Client Roster

AbbVie

Allergan

Amgen

Bayer

Becton Dickinson

Celgene

CSL Behring

Hoffmann-La Roche

Fresenius

Genentech/Roche

Gilead

GSK/Janssen

Heron

IMS Health

Janssen

Johnson & Johnson Vision Care

Lilly

Merck

Merck Animal Health

Merrimack

Novo Nordisk

Vertex

 

 

Less than a year after assuming control of the two agencies in a realignment, FCB Health merged ICC and Pace into their newest entity, which was recently rebranded as FCBCURE. The realignment follows Interpublic Group’s decision to move what were then called the ICC Lowe Health brands – ICC Lowe and Pace – under the direction of FCB Health. The combination of ICC Lowe and Pace will now operate as FCBCURE, an FCB Health network company.

“It was time to bring these two great shops together and rebrand the new agency offering as FCBCURE, as in the cure for whatever ails you,” says FCB Health CEO Dana Maiman. “2015 was the birth year for this union, which is the embodiment of a new and modern way of operating for clients seeking more innovative and nontraditional solutions. It is a place that drives smarter strategic thinking, inspired visual solutions, and brand-centric collaboration.”

 

The year’s accomplishments

Building on the momentum of the recent merger, agency morale has been re-energized, executives say. New talent has been brought in, and a multi-million dollar renovation is under way to foster stronger collaboration and even better work.

“It’s truly been a rebirth,” says Christine Finamore, co-managing director. “People are genuinely excited about coming in each day and getting to work with some of the best and brightest minds in the business.”

Under the new leadership, FCBCURE’s revenue has already grown by 62 percent, agency leaders say, attributing the increase to new business wins and growth with existing clients. In November, Novo Nordisk awarded the agency its hemophilia franchise after an extensive search, and new assignments were added from Johnson & Johnson Vision Care, Amgen, and Celgene. Executives say the agency continues to stay busy with product launches in oncology, oncology supportive care, animal health, cystic fibrosis, and vision care. 

FCBCURE has also partnered with Amgen to support its commitment to helping patients take on some of the toughest cancers, specifically multiple myeloma. “Three U.S. approvals for Kyprolis in just four years underscores Amgen’s commitment to advancing care for patients with this challenging disease,” executives say.

For Johnson & Johnson Vision Care, the agency was asked to establish a unified global look for the entire Acuvue portfolio that would help build awareness and understanding of the multiple brands for eye care professionals. In addition to developing the complete global look, the agency helped JJVC launch three new product lines for the Oasys, TruEye, and Moist brands. A fourth launch is planned for later this year.

To accommodate the expanding client roster, FCBCure added 48 new employees in a recent six-month period. Creative Directors Marc Guttesman and Michael Maloney – both formerly from Ogilvy CommonHealth – were brought in over the summer to bolster the agency’s expanding consumer and DTP efforts. And Michael Pruskowski, Elaine Eisen, and Lisa Hunt were also recently added to lend senior support in strategy and account management.

“Despite the challenges of creating an entirely new entity, FCBCURE still had time to strut their stuff,” executives say. The agency took home MM&M gold for Merck Animal Health’s “PerPETual Innovation” campaign, which according to executives treated viewers to an elegant creative solution for Merck’s dedication to advancing animal health.

 

Structure and services

Since IPG’s decision in early 2015 to bring ICC Lowe and Pace together, Maiman has made a number of changes at FCBCURE, including bringing in new leadership. Tom Millar, most recently a creative director at FCB Health, and Finamore, former client services director for Grey Health Group and a founding partner of CDMi, have both joined FCBCURE as co-managing directors.

In addition to the full channel of marketing services, including traditional broadcast and print, interactive design, relationship marketing, social media engagement, interactive sales tools, trade shows, and collateral, an ongoing effort is under way to broaden the agency’s digital capabilities, executives say.

According to agency leaders, FCBCURE “is made up of a spirited band of alchemists, risk-takers, strategists, poets, producers, dreamers, artists, and disrupters who believe it’s time healthcare marketing got a second opinion. They embrace differentiated thinking, inspired visual solutions that break through the clutter, and dialogues that create deeply personal connections.

“This dedication to healing the industry is a philosophy the staff at FCBCURE lives by and delivers on every day. They believe the only thing that’s as important as what they work on is whom they work for.”

“You can trust us to help build your brand as well as your product’s brand,” Millar says. “And we want every one of our client partners to feel and experience this passion in every interaction they have with us. Now there’s a remedy for what’s ailing your marketing effort. Welcome to FCBCURE. The antidote for average.”

 

Future plans

Agency leaders anticipate that FCBCURE will have a strong year in 2016, predicting additional new business wins and continued organic growth. To help realize these imperatives, the agency will focus on fine-tuning its capabilities, improving its experience platforms, and delivering provocative creative solutions, executives say.

According to its leaders, the agency is also passionate about staying on the cutting edge with its thought leadership and capabilities within emerging media. FCBCURE remains committed to building brands through new and enhanced customer engagement models and offer clients a “Genius Bar” approach to building and supporting brands.

FCBCURE is “truly dedicated” to changing the way it approaches healthcare advertising “by continuously pushing themselves to look for new and provocative ways to get their clients’ messages across,” executives say. Beyond its core disciplines in account, strategy, creative, and technology, FCBCURE is investing heavily in more consumer talent, health literacy experts, social media, analytics, and engagement strategists.

“Some of the most exciting work in healthcare marketing is being done right now, and we are uniquely poised to be a transformative force in the industry,” Finamore says. “The entire agency is ready to embrace this new future in which they use their combined strengths to bring distinctive ideas, insights, and innovation to their clients.”

To help achieve this new transformation, the agency will undergo a complete facelift in 2016, executives say. “The healthcare landscape is constantly moving, so we never want to stand still either,” Finamore says. “Which is why we are tearing down 150 walls and physically building an environment that drives collaboration and innovation. By seating employees by brand instead of by discipline and allowing for a more open, collaborative environment, the teams are able to see more of each other and constantly push themselves to think differently and find the cure for any marketing challenge.”

FCBCURE is currently looking to fill 20 open positions at its office in Parsippany, NJ, executives say. The open positions are new roles at the agency within creative, account management, and integrated production.

 

Philanthropy/citizenship

Executives say community-service initiatives have always been extremely important to FCBCURE. When the agency lost one of its own, Ginger Borusiewicz, to heart failure, the entire team rallied together to fight cardiovascular disease by participating in the American Heart Association’s Heart Walk in honor of her.

The agency continued to support its community over the year with fundraising efforts for the Community Foodbank of New Jersey, blood drives, Toys for Tots, and award-winning pro bono work for The Partnership for Drug-Free Kids. “FCBCURE is actively investigating new opportunities to support local causes, as well as patient groups impacted by the conditions our clients treat,” executives say. “They enthusiastically encourage their team members to find events that are meaningful to them and participate in them using the full resources of the agency.”

“It’s an incredibly thrilling time for FCBCURE and the rest of the FCB Health family,” Finamore says. “We’re creating something special that really hasn’t existed before. We have great momentum and tremendous new talent, and when you combine all of that with new clients, new work, and a cutting-edge new space about to break ground, it’s very exciting. I can’t wait to see it all come together!”