Neon: 2016
Neon
1400 Broadway
New York, NY 10018
Phone: 212-727-5600
E-mail: [email protected]
[email protected]
Website: neon-nyc.com
Accounts
Account wins 4
Accounts resigned 1
Active business clients 10
Services Mix
Professional Advertising 60%
DTC/DTP 15%
Managed Care 15%
Medical Education 7%
Media Planning 3%
Client Roster
Baxalta
Genentech
Grifols
Janssen
Lung LLC
Novartis
Pernix
Taiho Oncology
United Therapeutics
According to its leaders, “Neon, simply put, has blown up in 2016. When you focus all of your energy on making ideas that are emotionally relevant, that generate behavior change, and that inspire people to DO more for others, it creates a dynamic space to exist in. That’s exactly what we set out to do and it’s exactly what we have achieved. We have amazing clients. We have amazing producers, account managers, creative teams, and amazing brands. Each and every assignment we take on is driven by the core tenet of creating positive and meaningful behavioral change. And this gets applied to everything we touch, from rare disease therapies to blockbuster brands.
“While we have continued to nurture and expand our longest client relationships we’ve also embarked on an exciting journey with many that are new, and that also mirror our approach to behavioral motivation and emotional activation. We have very happily, and successfully, continued to cultivate a unique client base that sparks our hearts and our minds, and that in turn allows us to inspire the world. We’ve created intense and visceral connections with each of our clients, clients that share our common DNA of true, unassailable commitment.”
The year’s accomplishments
“If we had to sum up our 2015 in one word, that word just may have to be ‘relentless,’” executives say. “Why? Because we have a collection of talent that never quits and they don’t just work hard, they work smart and from the heart. We thought 2014 was an aggressive pace. No, no, no. 2015 topped it in speed of launches, caliber of work, creative award nominations, agency dedication, and incredible client partnerships. There is a prevailing attitude at Neon, that nothing is impossible.”
According to agency leaders, the pace at Neon was relentless due in part by the four product launches, three new indications and two new divisions/companies that the agency introduced.
Among these are the launch of Unituxin, a treatment for pediatric neuroblastoma from United Therapeutics that is also its first foray into oncology, “and we helped put the new division on our customers’ radar,” executives say.
Agency leaders say the Janssen launch of Invega Trinza “is helping to transform the treatment of schizophrenia from an episodic to long-term treatment approach to the disease.”
The Novartis launch of Cosentyx included the launch of a new class of biologics (IL-17A inhibitors) with the initial indication for psoriasis followed later by the launch of the psoriatic arthritis and ankylosing spondylitis indications. Taiho Oncology was new to the U.S. market and brought with them the launch of Lonsurf and the promise of more quality time for patients and their loved ones affected by mCRC. “Finally, we introduced the arrival of BeadTek technology for Zohydro ER,” executives say. “This novel abuse deterrent approach was a major milestone for the brand, chronic pain patients and Pernix Therapeutics.”
In addition to launches, Neon executives say the agency has helped clients and brands continue growing as market leaders in their respective categories/classes such as Invokana in diabetes, inhaled Tyvaso in PAH, and Prolastin-C in AAT.
“For us, working with clients that truly get us, and what we are striving to do is critical,” executives say. “The work is the reward…but we’d be lying if we didn’t say that industry recognition is really important to us too. That’s why the 19 nominations of our work across eight categories in 2015 are so important to us. We were nominated as finalists for the work we’ve done with our client partners by Med Ad News, MM&M, The Creative Floor Awards, PM 360, and the DTC National Awards. We like to be noticed. But we like our clients to be noticed even more, so all that work we do, we do for them.”
Structure and services
Agency leaders say Neon’s ecosystem remains robust, flowing from multicultural to multichannel to traditional to digital to strategic to responsive to educational challenges. “Integration is our core premise,” executives say. “Our account planning, medical, analytics, and creative span the needs of professional, disease state, and patient audiences.”
In 2015, the agency invested in broadening its talent pool with the addition of Yaron Landow, senior VP, strategic planning, Deidre McGarrigle, senior VP, medical director, and Jay Gertelman, senior VP, ACD copy. “We also continue our investment in bright new talent at all levels and choose every addition to our team with the intent of making them a part of our family for the long haul,” executives say. “As a result our employee retention level remains very high on an annual basis.”
Future plans
“Indeed what does the future hold for Neon?” executives say. “We are primed for significant growth in 2016, and expect our record of organic growth to continue with our existing client base and any new partnership we choose to pursue. We have fantastic work from an unprecedented year and have high expectations of continuing our streak of recognition for it. We’ve added new assignment from Genentech with both short-term and long-term implications for multiple brands. We also added Project Indigo as a new business win from Janssen in the diagnostic space for CNS, and Invega Sustenna for more organic growth based on our rapidly rising relationship of success for Invega Trinza. January 2016 started with success as we are well on our way though the preliminary launch materials for the new rheumatology indications from the Novartis brand Cosentyx. We are sure to continue our trajectory of success as we approach additional new campaign developments for Invokana, Tyvaso, and Zohydro ER—all designed to continue to create new dialogue with key customers. In short, we really see no slowing down for Neon, and all we see is opportunity to continue to change the world for the better.”
