McCann Regan Campbell Ward 2015

McCann Regan Campbell Ward

622 Third Ave

New York, NY 10017

Telephone: 646-742-2100

Facsimile: 646-742-2148

E-mail: [email protected]

Website: mccannrcw.com

 

QUICK FACTS

 

Services Mix

Pharmaceutical advertising and promotion (print, digital and interactive) 100%

 

 

With an executive leadership change and move to the McCann Worldgroup headquarters coming at the end of 2013, McCann RCW had all of 2014 to revitalize itself as an agency and establish itself in the home of McCann. In the words of Chief Creative Officer Dan Hassan, “While we were always part of McCann, being in this building, the birthplace of so many famous brands, has served to remind us that our product is inspiration and creativity, not sales.”

The year’s accomplishments

McCann RCW was looking at things through a much more integrated lens this past year. As an agency, it has always been well connected globally, and 2014 was no exception. The ongoing relationship with McCann Global Health saw the continued success of many global health awareness campaigns, particularly with the Zinc/ORS campaign gaining momentum in several key regions around the world. In addition, the newer and increasingly strong relationship with McCann Pharmacy Initiative has offered a different perspective that has contributed to the successful pursuit of many new business opportunities. As Executive VP, Director of Client Services Colleen Hindsley put it, “We have always been inherently collaborative, so this felt like an organic transition.”

In 2014, McCann RCW looked at what was scalable and focused on getting into a position where they could grow at a steady and sustainable rate, while providing their clients with the highest level of support. Coming into 2014, McCann RCW had more than 20 clients, which for an agency of this size was stretching them a bit thin. With a client list this long, they weren’t able to grow organically and provide the type of dedicated service they knew their clients deserved. They brought their client list down to a total of 12 but simultaneously expanded many of those relationships to include multiple brands, and still increased their revenue substantially by year’s end. Strengthening the true partnerships with these clients has allowed for more streamlined work and ensures a more sustainable approach for both the agency and clients.

And, of course, there were new business wins. Many of these came from McCann Health network opportunities. McCann RCW was successful in winning 11 new assignments in 2014. They expanded into diabetes and broadened their expertise in oncology and hematology. The addition of AstraZeneca to the client roster has brought two large brands to the agency, both with impending global launches.  The strong relationships McCann RCW maintains with their clients paid off, with several new pieces of business coming from current clients.

Building on the global Adcetris business with Takeda Oncology, McCann RCW secured the U.S. business with Takeda’s partner, Seattle Genetics.

2014 was also a year of creative expansion. There were several new creative campaigns for existing brands, including Pradaxa, Rasuvo, and Livalo. The Pradaxa business also expanded to include direct-to-patient work as well as the launch of its second indication, for DVT/PE. Because of its expertise in rare diseases, McCann RCW was awarded business for Retrophin with two new indications and launches.

In early 2014, McCann RCW launched its new mission, Create a Healthy Future. As President Susan Duffy puts it, “It’s something we try and live by every day. Transforming a company culture is an ongoing effort that requires a lot of nurturing, and I am proud of everyone in the McCann RCW family for truly taking this to heart.” To make the new office space their own, a crowd-sourced design committee was established, and a uniquely McCann RCW style now fills the space. The agency now holds monthly town halls, “Smoothie Fridays,” that act as an open forum where new business wins are announced, new hires are welcomed, and the general health of the agency is discussed. McCann RCW staff have done everything to embrace their “McCann-ness” and integrate themselves into their new home, with closer network partnerships, the adoption of McCann’s strategic approach, and equally important, their frequent attendance at McCann happy hour. 

Future plans

Looking ahead to 2015, there will be a focus on talent development and strategy alignment, already under way with the recent additions of Richard Veal, new senior VP of strategic planning, and an expansion of the Science Department, headed by Ujwal Pyati, Ph.D. There is also renewed focus on creativity in both expansion and delivery, partly fueled by offerings from McCann, as well as an infusion of talent from nontraditional sources.

With an inspiring agency mission, a refined client roster, a growing pool of diverse talent, and a new space that reflects a dynamic culture, executives say McCann RCW has a very healthy future ahead.

Philanthropy/citizenship

McCann RCW’s relationship with the Catherine Violet Hubbard Foundation (CVH) is undeniably the closest to the agency’s heart. In 2014, the agency sponsored and participated in the CVH Foundation golf tournament, maintained the foundation’s website, produced ads for the foundation, and continued to support the foundation in every way it could. There are plans this year to break ground on the 35 acres of land granted by the state of Connecticut to establish the animal sanctuary the foundation has been working tirelessly to start. McCann RCW is proud to support the CVH Foundation in all the good they do for the community, as they continue to honor the beautiful memory of Catherine Violet Hubbard, who was lost in the Newtown tragedy.