BEST INTERACTIVE PATIENT CAMPAIGN
MOST ADMIRED AGENCY
BEST CONSUMER CAMPAIGN
|Active business clients||23|
|Brands by 2013 sales|
|Brand-product accounts held||42|
|$25 million or less||3|
|$25 million – $50 million||2|
|$50 million – $100 million||7|
|$100 million – $500 million||8|
|$500 million to $1 billion||4|
|$1 billion or more|
Nestle Health Science
While it seems that everything around here continues to grow, only one thing is getting smaller – our name,” say executives at the former Draftfcb Healthcare, which has been renamed FCB Health.
According to agency leaders, “2013 was a year above and way beyond all of our expectations. Incredible growth, new clients, brand and launches, new brands from current clients, and once again, over 100 new team members dedicated to going way beyond on each and every opportunity.”
Executive say “above and way beyond” is more than just a catchy slogan, it’s a part of everything they do at the agency. “Our success over the past decade can be attributed to this culture of relentless excellence,” they say. “Our teams have the flexibility and freedom to keep pushing to create solutions that solve ever-more-difficult strategic and creative challenges.”
In 2013, the agency completed the process of completely renovating its working environment to better facilitate team interaction and communication. The open environment is organized into team “neighborhoods,” which allows for constant conversation about how best to propel clients’ brands forward. “And judging by our client roster, our creative awards, and the energy you feel when walking through our space, it seems to be working exceptionally well,” executives note. “We are very proud that our teams create the finest work in the industry. In 2013, we were once again recognized as Most Creative Agency by the Med Ad News Manny Awards. This was the fourth year in a row that the agency has been so honored.”
The Year’s Accomplishments
Among FCB Health’s new business wins in 2013 were AbbVie, Daiichi Sankyo, Forest, Ironwood, and Lung LLC. The agency will be supporting these new clients in the areas of hepatitis C, cardiovascular disease, irritable bowel syndrome with constipation/chronic idiopathic constipation, and pulmonary arterial hypertension.
“Our existing clients continue to recognize the talent of our team by awarding us more brands from their portfolio,” executives say. New assignments came from Genentech, GlaxoSmithKline, BoehringerIngelheim, Teva, Amgen, and Auxilium.
“We’re very proud that our current partners have entrusted us with 28 new assignments covering such a wide spectrum of therapeutic areas,” agency leaders say.
These wins have allowed the agency to add resources in account management, creative, digital production, branding, strategic planning, and analytics. Key new team members who joined the agency in 2013 include Tom Kelly, executive VP, chief financial officer; Ken Beatty, executive VP, chief strategic analytics officer; Katherine Ravenhall, director of consumer planning; and Julia Phelan, senior VP group management director.
Kelly is responsible for managing the company’s finance department, the development of client compensation arrangements and all financial reporting to FCB Health’s senior management team and its parent, Interpublic Group. Kelly joined from Sudler& Hennessey, where he was chief financial officer in the United States. Before that, he served as worldwide controller for Sudler, and was manager of corporate reporting at Young & Rubicam, involved in their initial public offering. He is a graduate of Villanova University and a CPA.
Beatty defines the role of data and analytics across the agency’s worldwide network. A former U.S. Army lieutenant colonel who taught mathematics at West Point, executives say Beatty brings a unique background to FCB along with an impressive track record in developing robust data-driven marketing programs. He joined from G2, where he was executive director of data and analytics. Earlier in his career, he served as chief analytics officer at Doner Advertising, Rapp Collins, and was VP of strategic targeting at FleetBoston Credit Cards. Beatty’s data deliveries have influenced campaigns for clients including Aetna, Best Buy, Bristol-Myers Squibb, Campbell’s Soup, Fidelity, Hertz, Kraft, Liberty Mutual Insurance, Lilly, Mazda, Mercedes, and Merck, among many others.
Ravenhall joined FCB Health to head up strategic planning for all consumer/DTC businesses. A veteran of Rx and OTC brand building, she came to FCB from JWT, where she spent 10 years working across a diverse range of accounts. She led planning for the launch of Pristiq and more recently Xarelto; worked with J&J on Listerine and Tylenol; and won a Gold Effie for Jenny Craig. Ravenhall began working in healthcare advertising in 1994, launching Aleve for P&G. She grew up on consumer packaged goods at DMB&B and Wells Rich Green, working on classic brands like Charmin, Ivory Snow, Pringles, and HaagenDazs.
Executives say Phelan brings a wealth of experience in consumer and direct to patient communications for both launch and in-line brands, with a focus on chronic disease states. She champions integrated programs that drive patient acquisition and retention via health literate communications across all channels. Phelan is passionate about motivating patients to achieve their best possible health outcomes. Her healthcare experience includes extensive work with Merck, Daiichi Sankyo, Amgen, and Schering-Plough, and she is leading DTC launch initiatives for Forest and Ironwood. Phelan began her career in consumer packaged goods and financial services, working with leading brands including Quaker Oats, Weight Watchers Frozen Foods, and MasterCard.
Structure And Services
“Our open architecture model is more than the way we are structured – it’s a mindset that is espoused by everyone at the agency,” executives say. “By questioning why we are doing something for a brand, it allows us to break free from the limitations of channel-directed thinking and enables us and our clients to thrive on collective inspiration. Our goal is to have best-in-class services wherever and whenever needed. In the past year, we’ve expanded our offering in digital production, analytics, branding, mobile, medical education, sales force training and implementation, and over-the-counter products. We are relentless about custom-designing solutions for our clients.”
Agency leaders believe that this best-in-class vision has allowed FCB Health to move far beyond ‘how many iPad presentation have you created’ to advance the conversation about what digital can be in the future of healthcare and how best to create a brand experience across channels and geographic borders.’
Renovating the office space was just the first step in the agency’s future expansion, leaders say. In 2014, FCB Health is expanding its footprint globally.
FCB Health recently announced its acquisition of Halesway, a healthcare agency based in the United Kingdom. With a staff of 45, Halesway’s client roster included Abbott, Baxter, BoehringerIngelheim, Hospira, Merck, and Novartis. Halesway continues to be led by its current management, Liz Rawlingson, NikiCrossley, and Neil Padgett.
According to agency leaders, talent management remains a cornerstone of everything they do at FCB Health. During 2014, they will see continued expansion in training across virtually every discipline at the agency.
“Building on the tremendous success of our account leadership training, the planning and scientific services teams will conquer a completely customized version of the intensive, simulation-based workshop,” executives say.
To continue innovating in the digital space, FCB Health is continuing its partnership with General Assembly and piloting a brand new program of online modules, exploring topics from user acquisition and analytics to content marketing and social.
The agency’s interactive “What Matters Now” series will continue to serve as a platform for internal experts and select guest presenters to share their expertise and perspectives on the ever-changing digital landscape.
“Of course, we’re continuing our commitment to investing in our talent with innovative training in core skill areas, including presentation skills, ideation, and facilitation,” executives say.
Executives say FCB Health is proud of the pro bono work it does to help organizations communicate with their audiences. In 2013, the agency worked with the Crohn’s& Colitis Foundation of America to create a multichannel communication platform to help educate people about the disabling effects of irritable bowel disease. The “Escape the Stall” campaign was created in television, print, out-of-home, Web, mobile, and cinema media channels. To date, the foundation has received millions in free placements promoting their educational and support programs.
To promote gender equality in the workplace, FCB Health continues to work with the organization Catalyst. The work was showcased at their annual meeting gala focused on promoting mentorship for women in senior-level positions.
The agency is also proud to be part of the Draftfcb Global Day of Giving. Around the world, more than 160 Draftfcb offices stop work and focus on giving back, an annual tradition. Every office selects its chosen charity. FCB Health focuses on helping causes that support children in need. “It was a pleasure to again interact with Birch students and support Birch Family Services, which provides education, support, and residential services to people with autism and other developmental disabilities, as well as assistance for families overcoming obstacles in raising children with disabilities,” executives comment. “Over a dozen of our team members volunteered to work at the Birch Family Summer Camp. By providing our team members with extra time off to work at the camp, we all feel pride in the difference these special people are making in the lives of children with disabilities.”
Other volunteers made arts and crafts projects with kids from Project Sunshine, a nonprofit organization that provides free educational, recreational, and social programs to children facing medical challenges and their families.
To support the future stars in pharmaceutical advertising, FCB Health hosts more than 30 summer interns from academic programs around the country and the world. “Every year, we’re amazed at the talent, dedication, and passion exhibited by these students,” executives say. “And every year, we’re eager to hire them.
“In all, 2013 was a year above and way beyond our greatest hopes for FCB Health. Expanded global footprint. Expanded client roster. Expanded talent. Expanded services. And more still to come. We can’t wait to see what 2014 has in store.”