TBWA\WorldHealth: 2016
TBWA\WorldHealth
488 Madison Avenue
New York, NY 10022
Telephone: 212-771-3000
E-mail: [email protected]
Website: tbwaworldhealth.com
Accounts
Account wins 11
Active business clients 18
Brands by 2015 sales
Brand-product accounts held 48
$25 million or less 5
$25 million – $50 million 8
$50 million – $100 million 12
$100 million – $500 million 12
$500 million to $1 billion 2
$1 billion or more 4
Products not yet approved/launched 5
Services Mix
eMarketing and other interactive programming 35%
Sales force/collateral material 25%
Advertising and promotion (traditional media) 20%
Clinical trial management and recruitment 5%
CRM 5%
Studio services 5%
Managed markets 3%
Market conditioning/monitoring and KOL development 2%
Client Roster
Advanced Accelerator Applications
Amgen
Avanir Pharmaceuticals
Bayer HealthCare
Celgene
Galderma
Gilead
Illumina
Janssen Diagnostics
MacroGenics
Medicines 360
Merck & Co.
Novartis
Pfizer
Sanofi Pasteur
Theravance
Valeant Pharmaceuticals
VaxServe
The newly formed leadership team of TBWA\WorldHealth has “refounded” the agency by bringing together two Omnicom healthcare agency icons, Corbett and LLNS, along with TBWA global healthcare offices, under the TBWA\WorldHealth brand. According to its executives, together, they will comprise an industry powerhouse linked by the common culture of TBWA and powered by DISRUPTION, the proprietary creative engine that has made TBWA one of the world’s most creative agencies, and created iconic brands.
“Healthcare is undergoing monumental transformation – growing, globalizing and becoming more personalized. In order to meet these challenges, TBWA\WorldHealth is now full service and fully integrated, with deep expertise across multiple disciplines and therapeutic categories,” says Sharon Callahan, the recently named CEO of TBWA\WorldHealth. “As the newest integrated global network within Omnicom Health Group, we can help clients reach professionals, patients, payers and other health stakeholders more effectively than ever.”
The agency will have full-service offices in New York, Chicago, San Francisco and Irvine, California to complement existing TBWA\WorldHealth offices in London, Paris, Hamburg, Istanbul, and Mexico City.
As part of its alignment with TBWA, TBWA\WorldHealth has embraced DISRUPTION, a successful strategic philosophy that is reaping benefits for healthcare clients.
“DISRUPTION is cutting edge, simple and something that clients see as a real differentiator,” says Robin Shapiro, group president, North America. “It allows us to break the status quo and create ideas that are more innovative, personal and human.”
The year’s accomplishments
According to the newly formed agency’s leaders, TBWA\WorldHealth garnered significant new business in 2015 and expanded in important growth areas, such as personalized medicine, clinical trials and diagnostics.
New assignments from existing clients contributed to a positive year. Merck, for example, entrusted the agency with brands across several indications — including the leadership of a multi-agency team supporting a recent major launch. Likewise, Novartis turned to the agency to launch Zykadia, the first ALK inhibitor approved for the treatment of patients with ALK+ non-small cell lung cancer after progression on crizotinib. The team developed an MC Escher-influenced campaign to promote this standout therapy.
Additional new clients included Advanced Accelerator Applications, Avanir Pharmaceuticals, Illumina, MacroGenics, Pfizer, and VaxServe. The wins of Illumina, a global leader in the technology, lab equipment, and assays for DNA sequencing, and of Advanced Accelerator Applications, as well as an assignment from Janssen Diagnostics, drove the agency’s momentum as a pioneer in advancing the promise of genomics-based medicine and personalized healthcare, executives say.
TBWA\WorldHealth was the creative force behind two highly successful launches in 2015, according to agency leaders. Building upon the success of the breakthrough launch of Gilead’s Sovaldi, the agency took the introduction of Harvoni, the first once-daily, single-tablet regimen for hepatitis C, another step further.
For Galderma’s Restylane Silk injectable lip filler, formulated precisely for shaping lips and smoothing fine lines around the mouth, the agency created a campaign that appealed to the pride physicians have, not only for their technical expertise but for their aesthetic sense. Executives say it garnered many awards, most notably Best of Show in the IPA Best of Health Awards.
As TBWA\WorldHealth, the agency will expand the definition of what a healthcare agency can do. In this spirit, the agency has begun to form alliances beyond the pharmaceutical industry. One example is TEDMED, which turned to the agency for promotional work for its annual conference. The agency created the dynamic videos that introduced the overall conference as well as individual session tracks.
On the digital front, the agency was a featured presenter at 2015’s SXSW, the premier event focused on leading edge thinking about “what’s next” in interactive. The agency’s panel on “Gaming Hospitals For High Quality Patient Care” was extremely well received and will be built upon in a new talk on the potential of gamification in healthcare at an upcoming DTC Perspectives event in San Diego, executives say.
Structure and services offered
By bringing together top talent and resources, the leadership team say they are putting real muscle and strength into TBWA\WorldHealth. The new management team for TBWA\WorldHealth is composed of leaders from Corbett, LLNS and the TBWA global network. Besides Callahan and Shapiro, the team comprises Jamie Pfaff as chief creative officer; Dan Chichester as chief digital officer; Kristen Gengaro and Meaghan Onofrey as managing partners; and Paul Pfleiderer as chief strategy officer.
Recruiting and retaining top talent is a top priority, executives say. To that end, recent key hires include Amy Bybee, senior VP, director of CRM and integrated marketing; Alex Cho, group creative director; Matt Collins, senior VP, group creative director, innovation and engagement; Yolanda Haynesworth, senior VP; Carlos Lopez, VP, digital and engagement strategy; Bob Vogel, brand strategist; and Arek Zarycki, VP, associate director of technology.
Future plans
“Moving forward together as TBWA\WorldHealth, we are looking for ‘healthcare adjacent’ opportunities,” Callahan says. “The idea is to focus on where technology and healthcare meet, or where consumers and HCPs come together. We want to expand both the services we offer and the health-related markets we serve.”
Keeping a sharp creative edge is top of mind for the agency, as it stands ready to achieve extraordinary new goals in the year ahead.
“TBWA\WorldHealth is committed to bringing ‘DISRUPTION to healthcare,” Callahan says. “DISRUPTION has created exemplary brands like Apple and Nissan. It will enable us to help clients solve their most complex communications challenges.”
Philanthropy/citizenship
“Philanthropy is a deeply rooted component of what we do and who we are,” Shapiro says. “It’s an important creative outlet for the agency and represents a chance for all our disciplines to give back in meaningful ways.”
As the agency that supported Aricept from launch through patent expiration, the agency was the natural partner for the Global Alzheimer’s Project in developing an ownable concept to recruit patients to clinical studies and end Alzheimer’s by 2020.
In addition to supporting The Arthritis Foundation with creative work, the agency helped make the New York Chapter’s Arthritis Walk the number one walk in the nation.
In 2015, the agency revitalized the Corbett Foundation, a 501C3 organization, with a new mission: to positively impact the lives of patients suffering from rare or underserved diseases.
Additionally, employees in all offices gave back to their communities by volunteering at schools, homeless shelters, and homes for those with disabilities. In addition to company-wide initiatives, the agency offers two paid charity days for employees to pursue their personal charitable interests.
