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The Pulse of the Pharmaceutical Industry
BEST NONBRANDED CAMPAIGN
|Active business clients||16|
|Brands by 2013 sales|
|Brand-product accounts held||22|
|$25 million or less||6|
|$25 million – $50 million||4|
|$50 million – $100 million||5|
|$100 million – $500 million||4|
|$500 million to $1 billion||1|
|$1 billion or more||1|
|Pharmaceutical advertising and promotion (print, digital, and interactive)||100%|
American Academy of Family Physicians
Boehringer Ingelheim Pharmaceuticals America
Kowa Pharmaceuticals America
Millennium: The Takeda Oncology Company
In 2013, McCann Regan Campbell Ward (MRCW) underwent an agency-wide revitalization, resulting in a move to the McCann Worldgroup headquarters and the installation of new leadership. Executives say these transitions followed a strong period of new business wins and the expansion of previous accounts.
The past year was defined by MRCW’s increasing momentum, culminating in a number of achievements in the later quarters. One of these more recent successes was the addition of Medac Pharma Inc.’s planned first-to-market product and its corporate business. A wholly owned subsidiary of medac GmbH, Medac Pharma Inc. specializes in oncology and autoimmune diseases. MRCW will be integrally involved with the launch of one of the company’s brands in the near future.
MRCW also strengthened its partnership with Alexion, a client of nearly four years. After consistently delivering on-target work for the Soliris brand, MRCW was awarded a second indication and the corresponding U.S. and global business. “We are thrilled to be expanding our already successful partnership with Alexion by adding the aHUS indication,” says Kirsten Tonnessen, VP, account group supervisor. This acquisition helps solidify MRCW as a talented, reliable partner within the hematology spectrum, as does its continued relationship with Millennium, The Takeda Oncology Company.
In 2013, MRCW supported the success of Millennium’s drug Adcetris – the first CD30-targeted therapy indicated to treat two types of lymphoma – as it continued to launch around the world. “Adcetris is the first new drug for Hodgkin lymphoma in 30 years, and similarly, in relapsed/refractory sALCL, there wasn’t a defined standard of care until Adcetris,” says Kurt Fried, VP, associate creative director, copy.
The agency also won the business for one of Millennium’s prelaunch brands. Neill Brown, senior VP, global marketing, attributed this win to “the right formula of scientific strategy and creativity, with a strong emphasis on digital channels.” The drugs in the Millennium pipeline have the potential to transform the treatment of multiple tumor types and live up to their corporate mission, “We aspire to cure cancer.”
These recent successes came uninterrupted as MRCW moved its operations to the Third Avenue McCann Worldgroup headquarters. Agency leaders say in doing so, MRCW delivered on its vision of being part of a fully connected healthcare network. MRCW is now completely united with McCann and has the resources and global presence needed to meet and exceed clients’ goals and expectations. Executives believe that even closer access to McCann will help MRCW continue to provide the stellar communications the agency is known for, specializing in a 360-degree approach that includes multichannel communications for all stakeholders in healthcare, from healthcare professionals to patients and caregivers. The agency’s structure remains the same as before, and with a new open-seating environment, the account management, creative services, project management, digital, and strategic teams continue to work closely together to enhance the quality of agency work.
The new office has also enhanced the creative output. “Nearly every stop on the elevator is McCann,” says Dan Hassan, executive VP, chief creative officer. “We’re surrounded by creative people, and everyone we interact with is a part of that community.”
In addition to the New York office, MRCW maintains a strong presence on the West Coast with an office in San Diego. “The West Coast office is designed to allow our client-facing team members to operate in the same time zone as our clients,” says Jeff Sweeney, president, MRCW West Coast office. “This means they can attend live meetings quickly and efficiently.” The San Diego office houses 20 staff members, comprising account services and senior level creative and strategic personnel. This outpost has been operating for more than a decade and executives say it provides MRCW with a valuable geographic advantage to provide best-in-class service to West Coast clients.
The end of 2013 also brought a new generation of leadership to MRCW. Susan Duffy, previously of CDM and Omnicom Group, assumed the role of president. Agency leaders say her wealth of experience is being used to support the daily operations of the company while growing the business. In addition, two MRCW veterans – Colleen Hindsley (executive VP, director of client services) and Hassan – were promoted to executive leadership positions, further signaling the transformation in leadership.
“Together with Dan, Colleen, Jeff and the leadership team, we are committed to creating a healthy future for the McCann RCW community by focusing on talent development, creativity, and outstanding client service,” Duffy says.
In addition, Duffy notes that MRCW will “invest in best-in-class digital talent, strategy, user experience, and technology.” Well aware of the industry’s shift to digital, Duffy plans to “infuse digital into all we do,” and says 2014 is off to an auspicious start with new internal initiatives designed to foster a more positive and participatory agency community, as well as exciting new business opportunities with current clients.
Executives say the MRCW community is not only dedicated to creating powerful and salient healthcare communications, but also works tirelessly for a number of charitable endeavors. MRCW has participated in several fundraising runs and walks, food drives, and toy drives. Recently, MRCW displayed its commitment by helping to establish a foundation for Catherine Violet Hubbard, a victim of the Sandy Hook tragedy. Hubbard loved animals, and her parents wanted her legacy to reflect this passion.
Together with MRCW, the Hubbards developed a Website for the Catherine Violet Hubbard Foundation, with the goal of building an animal sanctuary in her name. MRCW also helped the cause by holding a bake sale and contributing to a fundraising relay race. “When I heard about Catherine and her love for all living things, I immediately felt drawn to being a part of such a wonderful cause,” Hindsley says. “It truly has been an honor to work with her family to help promote the animal sanctuary.”
With this charitable work, recent growth, move to a new office, and fresh perspective on healthy futures, leadership says MRCW is clearly poised for an exciting and successful year.
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