McCann Echo Torre Lazur 2014
|Active business clients||15|
|Brands by 2013 sales|
|Brand-product accounts held||31|
|Advertising and promotion (print, interactive, and digital media)||100%|
At McCann Echo Torre Lazur (McCann Echo), the agency’s employees do not just have a culture – they are the culture – creative, collaborative, and caring. This is evident from the bottom up, and from the inside out, literally, according to agency execs.
“Everyone here has a voice and can create fun, agency-wide initiatives that embody our spirit,” says Tom Gada, group copy supervisor and the inspiration behind The Friday Project, a weekly gathering where anyone can “show and tell” creative works they’ve stumbled upon. Gada also was behind Thursday evening’s “Beer Club,” known as The Six-Pack Society, where everyone is a member – even if they don’t enjoy the eclectic selection of craft beers. Those in the area are welcome to stop in – the first round is on them.
According to agency leaders, the people at McCann Echo make their culture work for them. The agency has a one-of-a-kind cross-disciplinary mentorship program that fosters unique professional development and an internship program that identifies up-and-coming talent. According to leadership, because of this “irresistible culture,” employees stick around for years, even decades.
In addition to cultivating its culture, the agency is also cultivating its success. McCann Echo outpaced the previous year’s revenue by more than 20 percent. The agency’s revenue has grown year over year since 2009. “The growth here is unprecedented. I’m thrilled to be a part of this winning agency and look forward to continuing the success and building on our incredibly strong relationships,” says new President Sonja (“Sunny”) Foster-Storch.
McCann Echo also outgrew its relatively new, custom-designed, collaboration-friendly space, tearing down the remaining walls and filling every last nook and cranny with its growing family.
The Year’s Accomplishments
McCann Echo was awarded Belviq, a prescription weight-loss medication marketed by Eisai Co. that is the agency’s first agency of record assignment focusing on patients. “With today’s access to information, patients are becoming more empowered to take an active role in their own healthcare,” Foster-Storch says. “We have a great opportunity to expand our services to this very important healthcare customer.”
During the first year with EMD Serono and Pfizer, the team at McCann Echo created “Care on a First-Name Basis,” a campaign portraying the highly personal care Rebif and MS LifeLines offer healthcare professionals and patients.
Long-standing partnerships with Galderma Laboratories LP, Novo Nordisk, and ViiV Healthcare continue to grow in the United States and around the world for McCann Echo.
Galderma Laboratories and McCann Echo are celebrating more than five years together on the acne and rosacea franchises. The agency created “The Mirvaso Effect,” a global launch campaign for Mirvaso Gel that depicts the amazing 30-minute transformation patients with facial redness associated with rosacea will experience. Meanwhile, a completely refreshed campaign, “Contain The Flare,” cleverly portrays the benefits of Oracea. Additionally, the team built a new campaign for Differin Gel 0.3% and reintroduced TriLuma to the market, all while developing an exciting, new campaign for Epiduo.
McCann Echo collaborated with Novo Nordisk to launch “myTYPE,” a global campaign for NovoRapid/NovoLog that defines patients by what matters to them, not their diabetes. The agency continues to provide fresh ideas for NovoLog Mix 70/30 and Levemir, a brand that reached blockbuster status with $1 billion in sales this past year.
McCann Echo worked side-by-side with ViiV Healthcare to successfully launch Tivicay, a highly anticipated treatment for HIV in the United States and globally. Building on this momentum, they’re preparing for another launch for dolutegravir/abacavir/lamivudine. Additionally, McCann Echo revealed a new campaign for Epzicom, and added to its U.S. assignment for Selzentry with the global brand, Celsentri.
Structure And Services
McCann Echo is part of the largest global healthcare network, McCann Health, a full-service agency that focuses on advertising and promotion to healthcare professionals and patients. The agency continues to grow in every department and fully integrate each discipline.
“Unlike many agencies, we view our strategic department as an extension of the creative team, working hand-in-hand to bring our clients inspiring approaches to their brands,” say Jesse Johanson, senior VP, director of strategic planning. The agency’s services extend to the development of engaging and interactive solutions, including Website development, digital sales tools, online media, progressive tablet and mobile applications, and mobile health initiatives.
McCann Echo welcomed new leadership to its tenured management team. Besides Foster-Storch as president, the agency added Charlene Leitner as executive VP, managing director. The agency’s former president, Bill McEllen, was promoted within the McCann network.
Foster-Storch brings a well-rounded view of the industry, including extensive therapeutic expertise, a background in medical sales, and even the cofounding of a medical education agency. Executives say this coupled with her unique blend of positive energy and strategic savvy make Foster-Storch, who was already recognized in 2007 as one of the “100 Most Inspiring People in Health Sciences” by PharmaVOICE, a leader others want to follow.
Leitner brings nearly two decades of agency experience building U.S. and global brands for healthcare professionals and patients. A client herself for five years, executives say Leitner offers a valuable perspective.
Along with her expertise comes a passion for leading teams in an environment of collaboration and respect. “I am excited to be a part of McCann Echo,” Leitner says. “The collaborative partnership here is extraordinary and we’re ready to grow both organically and with new business opportunities to further diversify our portfolio.”
Executives say McCann Echo is poised for another great year. In 2014, the agency is striving to add new therapeutic categories to their roster, while continuing to win creative awards. “Our creative work continues to set us apart with great storytelling and execution,” says Juan Ramos, executive VP, executive creative director. “I’m looking forward to an award-winning year for McCann Echo.”
The spirit of giving, a natural part of the culture at McCann Echo, is best embodied by a long-standing holiday tradition the agency started in 2006, executives say. Every season, agency talent produce a one-of-a-kind Giving Carries Holiday Card that extends the gift of giving to clients. Each holiday card includes a gift card to DonorsChoose.org, an online charity that allows clients to pick and choose a classroom project to support a school in need.
“We love this unique charity and feel good about enriching the education of students all over the country,” says Tracy Blackwell, executive VP, managing director. “Every year, we are touched by the feedback we get from the classrooms our clients are able to help through the program.”
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December 2015 Focus: Ad Agency Roundtable