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Palio Creative Leader Passes Torch To Distinguished Leadership Team

Written by: | andrew.humphreys@medadnews.com | Dated: Tuesday, April 21st, 2015

NEW YORK, NY – April 20, 2015 – PALIO, an inVentiv Health advertising agency that ignites
bold and beautifully disruptive ideas, announced today that Chief Creative Global Officer Guy
Mastrion has departed the agency. President Kim Johnson and Mastrion have worked over the
past year to chart the next phase of the agency’s evolution, including strengthening the executive
team and expanding the services it provides to health and wellness companies to accelerate
brand performance.

“The success of the agency was always my top priority,” said Mastrion. “It wasn’t until Kim joined
the agency that I was comfortable enough to make this transition.”

Mastrion, an expert in strategic creative development, continues to lead a distinguished career
spanning more than three decades in advertising. He founded PALIO to transform the healthcare
industry for the future by fusing art and science with technology and imagination. Now entering its
16th year, the agency is considered a premiere healthcare advertising agency driven by
an innovative culture, largely as a result of Mastrion’s creative force.

“Guy had a strong vision for a different kind of agency – one that can tackle the hard challenges,
pioneer new paths, and lead the industry,” said Johnson. “His passion for the craft and ‘never
give up’ attitude is infused in the energy and thinking of the employees who have created
campaigns that have won more than 700 awards for the agency.”

Mastrion has been working side-by-side with agency’s new executive creative directors Michael
Austin and Louis Massaia since January. They are charged with leading PALIO’s bicoastal
creative teams in California (Irvine and Santa Monica) and New York (New York City and
Saratoga Springs).

Austin and Massaia have worked together for years at top-tier agencies, most recently as senior
vice presidents/creative directors at The CementBloc. Together, they have led integrated creative
strategy for both niche and blockbuster drugs for some of the largest healthcare companies in the
industry. Collectively, they have received coveted awards from Med Ad News, PM360, MM&M,
The Globals, Archive, and The RX Club.

“Michael and Lou have a track record of consistently connecting brands at critical moments with
the people who need them,” said Johnson. “They bring a competitive lens to the creative vision
that will optimize success for our clients’ brands.”

Mass-market appeal via big pharma brands is something Austin has mastered, having led
integrated creative strategy on some of the largest healthcare brands in the industry. But he also
relishes crafting the right story for patients and physicians alike who are battling rare diseases.

Austin was a senior vice president/creative director at The CementBloc prior to joining PALIO. At
The CementBloc his award-winning creative focused on brands for Crohn’s disease, cystic
fibrosis, diabetes, oncology, rheumatoid arthritis, and hemophilia. Prior to The CementBloc,
Austin was vice president/associate creative director of digital copy at DraftFCB where he helped
build a comprehensive digital team offering that integrated content strategy, user experience, and
conceptual acumen. He holds a bachelor’s degree from Pomona College.

Massaia’s creative background and experiences include consumer and healthcare brands that
span therapeutic categories ranging from cosmetics to cancer. He’s helped build strong brands
by creating unforgettable advertising and has solidified a reputation for consistently delivering
award-winning creative across all channels. Massaia’s cinematic take on the patient and
professional experience has dimensionalized the brands he’s helped to build. Massaia joins the
PALIO team from The CementBloc, where as senior vice president/creative director, he led his
division on a variety of brands. He did the same as vice president/associate creative director at
Cline Davis & Mann. As vice president/associate creative director at GSW, Massaia held a unique
role, as he was responsible for all new business creative efforts at the NY office – as well as lead
creative teams on various brands. Earlier in his career, at HAVAS and Grey Health Care,

Massaia had the rare opportunity to help shape and launch a series of successful blockbuster
brands. He holds a bachelor’s degree from Seton Hall University, where he double majored in
advertising art and fine art.

“Lou and I share a similar philosophy on what it takes to get to great. We’re excited to execute
that vision amongst so many brave and talented thinkers here at PALIO,” said Austin. “In this
environment, ignition is inevitable.”

Massaia adds, “It’s not just about having a clear understanding of what great work is, but knowing
how to get there quickly, brilliantly, and often. It’s our mission to seed this philosophy into our
various offices and teams.”

For more information on PALIO, visit www.palio.com.

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