Neon: 2017
Neon
1400 Broadway
New York, NY 10018
Telephone: 212-727-5600
Website: neon-nyc.com
Accounts
Account wins 10
Active business clients 11
Services Mix
Professional Advertising 60%
DTC/DTP 15%
Managed Care 15%
Medical Education 7%
Media Planning 3%
Full Digital Integration Within
Client Roster
Genentech
Grifols
Horizon Pharma
Janssen
Mallinckrodt
Novartis
Pernix
Sandoz
Taiho Oncology
Theravance
ZS Pharma
For Neon, “2016 was a fun and furious year.” According to managers, “We have held fast to our existing client base and have had the good fortune and fortitude to add 10 brands to the agency roster. Our creative work traveled the globe making inroads at every major global awards show as finalists and winners, and we have continued to deepen our talent pool by hiring more talent that puts us at capacity at 1400 Broadway.”
Agency leadership maintains that Neon’s core tenets remain the same as well. “We continue to push work that connects with key customers on an emotional level staying true to our belief that changing behavior comes from emotional activation, for both HCPs and patients,” management notes. “The demand for innovation is unrelenting, and we’ve proven that, when you have an idea that’s strategically strong and technologically daring, sometimes you just have to dig in and create it yourself. Suffice it to say that for us, nothing is impossible continues to be our rallying cry.”
One thing that executives believe sets Neon apart from “the homogeneity of agencies out there” is that, “We are all in.”
“What does that mean? It means that every person in this agency believes in themselves, in their peers, and in their clients, and that together we can move mountains,” executives say. “In fact we’ve always operated that way, its part of our DNA. Facing challenges like launching brands in four months, discovering new opportunities, and over delivering for our clients every day of the week. It’s our everyday existence.”
The Year’s Accomplishments
“As we barreled through 2016, it became clear early on that our client relationships are pretty amazing, and that we have earned a position in their minds,” Neon leaders stated. “We continue to hear from them that Neon is ‘indispensable’. Not just from one, but from all our clients. The common feedback we receive is ‘We couldn’t have done it without you’ and we have to admit it can generate quite a bit of euphoria when consistently heard. This prevailing positive atmosphere is due in part to our clients having had a very good 2016, and so by association have we.”
In 2016, some of the agency’s biggest brands grew even bigger. The Invokana franchise continued its upward trajectory with the launch of Invokamet XR. “This portfolio, in one of the most crowded and competitive categories, is one that we have helped to drive for more than seven years,” execs note. “To be part of (and witness its success) is a constant source of significant pride for us, and our Janssen partners.”
The agency also helped launch the ankylosing spondylitis and psoriatic arthritis indications for Novartis’ Cosentyx. “We couldn’t be prouder of the commitment we’ve built with this growing blockbuster at Novartis,” Neon leaders remark.
Neon also won the account for the gout drug Krystexxa from Horizon Pharma in Chicago. “This was an important win for us at it expands our category expertise,” managers explain. “This critical therapy has extreme benefit for patients suffering from chronic to severe gout. Doctors traditionally have given short shrift to these patients so for us it’s incredibly exciting to bring to market a freshened and revitalized approach for those in need.”
Because of the work the agency did on Krystexxa, Horizon awarded Neon a second compound, Rayos, without a pitch. “We consider this organic growth one of the highest compliments we can be paid,” executives say.
ZS Pharma was another new business and new category win for Neon. The agency was awarded ZS Pharma’s new compound for the treatment of hyperkalemia, a deadly disease in need of improved therapies that can be better tolerated by patients than the existing standard of care. “This is a common link for us, to have clients that are developing truly novel therapies that don’t currently exist,” executives say. “We believe in forging new paths for the benefit of patients and ZS Pharma is right in our wheelhouse with this type of goal.”
Other wins include Sandoz Biosimilars and oncology, Mallinckrodt’s Acthar for MS, Theravance and its treatment for HABP/VABP, Pernix’s Silenor for insomnia, and etrolizumab, an upcoming launch brand from Genentech, “which sets us up for more launch work beyond 2017,” Neon execs say.
2016 was also a good year for the agency at awards shows. “We have made huge strides forward with our creative work being recognized as finalists in many ex-U.S. creative competitions, with five finalist nominations in the Globals and the Effies, a Bronze Clio, seven nominations at The Creative Floor Awards in London with one Gold award, and a shortlisted entry in Cannes for our work with United Therapeutics in pediatric neuroblastoma,” agency leaders say. “All this recognition is a great source of great pride and inspiration for us as well as our clients.”
Future Plans
Neon’s expertise in cross-functional communications “continues to keep us motivated to stay ahead of the learning curve,” according to management. “In essence we do it all, digital, traditional print, innovative technology, patient education, and responsive design. We have created ideas that have not been done before, there is a hacker mentality to achieve the impossible here, sometimes it even takes having our teams literally roll up their sleeves and figure out how to get things done. We try to make everything new, different, and innovative here, including the little things.”
In 2016, Neon’s number of employees grew. “We are currently 158 people, with still a dozen openings to fill,” executives say. “There is a sea of talent here across all service and departments and our personnel growth continued into 2017.” Senior talent added in 2017 includes the addition of Suzanne Silberglet as senior VP in account services, bringing significant experience that will help add to Neon’s overall success.
Philanthropy/Citizenship
With a 40 percent new business win ratio from last year, executives say they are expecting to continue that winning trend well into 2017. “Poised with new launches for Sandoz, ZS Pharma, and Horizon Pharma, we are gunning for a continued path of producing award winning and globally recognized work by our talented agency staff,” agency leaders say. “As 2017 continues to roll forward, we’re always looking for an even deeper talent pool to join us, scouring the industry for top talent to add to our teams. We see nothing but opportunity ahead of us. And here at Neon we march to our own beat, demanding the work to be awesome across the board. At Neon we’re all in, and we are all indispensable to each other, our clients and pursuit of our ‘Never Finished’ philosophy.”
