Ogilvy Health: 2024

Ogilvy Health

3 World Trade Center, 175 Greenwich Street, New York, NY 10007

212-237-4000 • ogilvyhealth.com

 

Quick facts

Accounts

• Account wins: 16
• Active business clients: 42
  

Brands by 2023 sales

• Brand-product accounts held: 138

Services mix

• Advertising: 50%
• Public relations: 25%
• Medical education: 15%
• Market access: 10%

Winner

• Best Corporate Branding Campaign (Pharma/Device)
• Best Corporate Branding Campaign (General)
• DE&I Champion

“Our mission at Ogilvy is to inspire people and brands to impact the world,” according to the leadership team. “Transformative Impact.  It’s what we do, it’s in our DNA. It’s how at Ogilvy Health – we create, strategize, experience, and ultimately, how we influence.  We create transformative impact on the world’s well-being.  Because today, more than ever, health and well-being are at the center of culture. Fueled by a post-pandemic rise in mental health issues and an increased desire to affect health outcomes, we are focused on well-being as a key to health and longevity, and how wellness trends are moving markets. 

“Collaboration is the heart of our agency, and our talented people are connected by our D.O. values (yes, David Ogilvy values), to DO the right thing, DO the best work of our lives and DO it together.  And together Ogilvy achieved success this past year as we continue to create award-winning impactful work for our clients. 

“In 2023, Ogilvy was recognized as the most creative and most effective agency network in the world, ranking #1 on WARC’s Creative 100 and Effective 100 lists. The WARC 100 lists act as an industry benchmark for success based on results from the most prestigious global and regional industry competitions.

“Additionally, Ogilvy was named Network of the Year by both the Clio Awards and The One Show. Ogilvy was also named to Fast Company’s Most Innovative Companies list for its effective use of AI to drive business results and most recently named Creative Network of the Year by Campaign magazine for the second consecutive year, an honor given by a select group of marketers with the process audited by PwC.”

Recent accomplishments

Ogilvy Health jumpstarted 2023 with the creation of a thought leadership series entitled “Emerging Impact: The Power to Shape the Future of Health.”  Managers say the series was launched at South by Southwest (SXSW) Conference & Festivals to a standing-room only crowd.  “A credentialed panel lead by our own Kim Johnson, global CEO, focused on the mental health burdens of healthcare professionals, illuminating the potential shortage of physicians in the U.S. by 2030. We are passionate about the role we play, along with our clients, in supporting HCPs navigate the increasingly complex healthcare ecosystem.

“This year, we were chosen by SXSW panel pickers to once again take the stage at SXSW.  This time with a provocative panel conversation entitled ‘Rebranding Cancer,’ which will address this powerful inflection point for oncology and bring together a group of experts to discuss how to evolve the cancer brand into a true appraisal of oncology today. Our team’s takeaways from South by Southwest each year reinvigorate the agency, our clients, and their brands with cutting-edge health trends and innovative solutions, and Ogilvy Health is leading the conversation.”

Executives say Ogilvy Health continues to partner with the world’s most progressive clients leading the health and wellness industry including global pharma, digital innovators & disruptors, consumer health companies, and health systems.  “Recent client accomplishments include expanding our oncology partnership with BMS and fertility partnership with Ferring. We added new and interesting work with Johnson and Johnson and AZ.” The agency also partnered with SpringWorks on the successful launch of Ogsiveo, a first-of-its-kind treatment for desmoid tumors. Ogilvy Health was recently appointed strategic and creative partner for Hy-Vee’s health brands which includes RedBox Rx, Vivid Clear Rx, Amber Specialty Pharmacy, and Hy-Vee Health Infusion Care. The account will leverage retail expertise from across Ogilvy’s network, including creative, strategy, and customer experience, as well as Ogilvy Consulting’s Behavioral Science practice. “We are also excited to partner with Dexcom in the notable area of continuous glucose monitoring. Our long-term client L’Oréal CeraVe was awarded top ranks in creativity and effectiveness among this year’s Super Bowl campaigns for creative, social and influencer work Ogilvy produced. Our clients inspire us and together we can impact the world’s health and well-being.”

According to the leadership team, Ogilvy Health was recognized in the industry “considerably” over the past year for creativity and effectiveness. “Our work and integrated solutions including brand development, strategy, experience and innovation, PR and influence, medical education, and market access, winning accolades at some of the industry’s most prominent award shows totaling over 160 creative awards including 14 Clio Health Awards and Grand Prix at the 2023 Saniss Awards. The Saniss Awards also ranked Ogilvy Health as the 2023 No. 1 Agency in the US and Ogilvy Health was recognized by AdvertisingHealth & The Creative Floor as one of the Advertising Health World Top 10 Agencies of 2022. The agency was also a finalist for MM+M’s Agency of Year in 2023.

“We are a people-business first and foremost and at the center of our creativity is collaboration. One of our greatest recent achievements is bolstering our leadership team, attracting the best executive leadership team for Ogilvy Health.”

New additions include Christianna Gorin, chief growth and strategy, NA to oversee the agency’s expanding integrated strategy and agency growth teams.  The agency also promoted two of its senior leaders, Anthony Luppnow, who became CFO, NA after 20 years of service in progressively advancing finance and operations roles;  and Nadine Lafond,  who was president of Ogilvy Health Canada and was promoted after 10 years of service to client engagement officer, NA. “Year after year, the Ogilvy network is recognized as one of the most creative agencies in the world,” executives say. “And the highest level of creative ambition extends to our health business. With that spirit, we announced the significant appointment of Renata Maia to chief creative officer, NA.  In the past two years, Renata has won more than 200 awards in health and wellness categories. Renata is an exceptional storyteller whose passion, optimism, and collaborative nature are infectious.”

Also contributing to “tremendous” impact in 2023, according to managers, were Shannon Walsh, president, Ogilvy Health PR; Corina Kellam, executive VP, experience and innovation; Rory Leslie, executive VP, project management and operations; and Nick Cavarra, senior VP, growth.

Ogilvy Health leaders receiving awards included Johnson, honored as a CEO of the year finalist by PM 360; Walsh, receiving a Pinnacle Award from MM+M; Liz Deutch, managing director – account management and Julieta Smith, senior VP, strategic planning, were named to the 2023 Agency Vanguard Class by Xpectives Health; and Melanie Brunner, executive VP, PR,  was named a PR Guru in PM360 Magazine’s 2023 class of ELITE 100. Up-and-
coming achievers included Lina Cardenas, HBA Rising Star;  Isabelle Mauboussin, a Medical Advertising Hall of Fame Future Famer;  and D’Anthony Jackson as the Plank Center PR Emerging Leader.

“Our Ogilvy Health Innovation team continues to set us apart from the rest by telling stories and delivering creative and content strategy through a wide variety of technologies and approaches, including AI-driven experiences,” agency leaders maintain. “Our Innovation Collab transforms information into tangible, exciting, and innovative experiences. We create VR data visualizers, AR visualizers, touchless in-person, self-driven experience, and gamification to give our clients the ability to reach their audiences in unique and interactive ways. It brings personality and intrigue to assignments, which propels customers to truly engage with the information they are absorbing.”

Structure and services

Ogilvy Health is one of the five strategic business units within Ogilvy Global Network, WPP’s creative agency. In 2023, Ogilvy celebrated its 75th anniversary.  “We have been winning with clients since 1948,” leaders say. “We continue that rich legacy through ‘Borderless Creativity’ – operating, innovating, and creating at the intersection of talent and capabilities.  Our experts in health and well-being at Ogilvy Health, work alongside our Ogilvy PR, consulting, experience, and advertising experts around the world across 131 offices in 93 countries. And no time has that been more needed in health and wellness, where seamlessly integrated, culturally connected work and experiences are the ones that break through to truly educate and positively impact health behaviors and outcomes.”

Agency managers say Ogilvy Health has “uniquely combined strengths across its breadth and depth of capability and talent that empowers more seamless solutions for clients by pushing the limits of what a truly global and integrated network like Ogilvy can offer.” Services include consumer and HCP marketing, brand building, PR, social and influencer marketing, market access and payer services, medical education, and medical affairs, “all ingrained with data driven insight, strategy, creativity, and experience to move markets and businesses.”

In what leaders call “the spirit of borderless creativity,” Ogilvy Health moved its New York City headquarters to WPP’s 3 World Trade Center Campus. “Seated alongside our sister media, technology and creative agencies, this epicenter of talent and capability is second to none.”

Future plans

“We have entered a new era in health marketing where culturally connected work creates maximum impact,” executives say. “For Ogilvy Health, culturally creative work includes what we call earned first creativity, where health and science meet culture and brands leverage collaborators, partners and influencers to engage targeted communities in authentic and meaningful ways.

“As we look ahead, Ogilvy Health remains steadfast in our mission to create transformative impact for the world’s well-being. David Ogilvy often referred to our agency as a ‘teaching hospital’ – a center of excellence equally responsible for the next generation of innovation as it is for modern day expertise. Ogilvy has a long-standing heritage in the social and influencer space. Before Facebook, X (formerly Twitter), or YouTube even launched, Ogilvy built the industry’s first social media and influencer offering. This year marks the 20th anniversary of our earliest social influence forays in the health sector.

“We’re continuing that history of innovation with the launch of our Health Influencer product, a health-first suite of services that revolutionizes influencer marketing for health. This isn’t an influencer offering that has been retrofitted for health clients; it’s an offering built specifically for them.

“Leveraging our legacy as the industry’s earliest adopter of social influence, we provide a balanced approach to social media in health, blending innovation with expert translation of health information for wider audiences. Our unique set of tools and proprietary tech stack is designed with our clients, their patients, and their patients’ data in mind. Our team of experts understands the unique landscape of health and influencer marketing, ensuring regulatory compliance while delivering powerful narratives through credible influencers. We’re not just following the rules, we’re rewriting them.”

Philanthropy/citizenship

“Big hearts create big impact, so it’s no mistake that we lead with heart at Ogilvy Health,” agency managers state. “We continued several of our philanthropic/citizenship partnerships in 2023.”

These partnerships include CYCLE Kids, which is committed to giving children the support they need to succeed. The organization work with schools to ensure the basic rights of children to a physically and emotionally healthy start in life.

“CYCLE Kids is a great organization that was in search of a multi-year sponsorship with a company to support its mission of providing bikes to kids who can’t afford them and to help ensure they can ride them safely,” managers explain. “To inspire a company to donate, we created award-winning advertising to clearly articulate why bike riding is so important to advancing the development of kids.

“We sought to inspire potential donors by helping them see that to a kid, a bike is not just a bike – it’s the first taste of their own independence, personal potential, and self-confidence in life. It helps not only with their physical fitness, but their mental health, as well. Our goal was to communicate that if we can ‘Get them riding, we can keep them rising.’ This evolved campaign won at the LIAs two years running.”

In its second year with FOUR PAWS, Ogilvy Health introduced “Legacy Tags,” an initiative where shelter dogs awaiting adoption are named in honor of veterinarians who have taken their own lives. “FOUR PAWS created a social platform featuring profiles each dog, giving visitors the ability to adopt one of these noble canines,” executives say. “Each profile includes a short obituary honoring the veterinarian they’re named for. Since launching, 300 dogs have found new homes and we’ve helped change perception of pet owners toward veterinarians.” 

A Walk on Water (AWOW) harnesses the ocean’s transformative powers, delivering life-changing surf therapy to children with unique needs and their families. During the winter off season, AWOW participants traded their inner athlete for their inner model and were transformed into fashion icons as the AWOW Merch Models. Renowned photographer, Stephen Litman captured their photos modeling AWOW merchandise while participants shared their personal experience with AWOW. As a result of the campaign, managers say, AWOW saw an increase in new participants, donations doubled, and merchandise sold out. “But the most significant result was the newfound confidence of those who needed it most.”

Ogilvy Health is a member of and supports the Medical Advertising Hall of Fame and its Future Famers program. “We had the incredible honor of celebrating David Chapman’s induction into the Medical Advertising Hall of Fame and Isabelle Mauboussin’s recognition as a 2024 MAHF Future Famer inductee,” agency leaders say. The agency is also a member and supports the Healthcare Businesswomen’s Association (HBA) and is proud to have Sarah Gonzalez named a HBA Rising Star.