220 E 42nd Street, 15th Floor, New York, NY 10017

212-771-3000 • tbwaworldhealth.com

Quick Facts


  • Account wins: 5
  • Active business clients: 22

Brands by 2022 sales

  • Brand-product accounts held: 39

Services mix

  • Professional promotion (physicians): 45%
  • Patient/consumer marketing: 40%
  • Professional promotion (nurses/other HCP): 8%
  • Other (internal communications): 7%
TBWA\WorldHealth, DE&I Champion

Winner | DE&I Champion
Over the last year, TBWA\WorldHealth has put DE&I efforts at the forefront of its agency priorities, and the agency is committed to attaining a more culturally inclusive workplace as well as driving clients toward sustainable inclusion.

Client roster

  • Adaptive Biotech
  • Aimmune Therapeutics
  • Amgen 
  • Bayer/Bayer Global/MSD
  • Bluebird Bio 
  • Bonafide
  • Cytokinetics 
  • Delix Therapeutics
  • GSK
  • Intra-Cellular Therapies 
  • Janssen
  • Merck/AstraZeneca 
  • Merck Vaccines 
  • Moderna 
  • Novartis
  • Organon
    Orsini Specialty Pharmacy 
  • Pfizer
  • Takeda
  • Teva 
  • Xeris


  • DE&I Champion

“TBWA\WorldHealth is a radically open creative collective, discarding business as usual to build iconic brands and make the world a more compassionate, healthy place,” according to the agency leadership team.  

Recent accomplishments

In 2022, TBWA\WorldHealth focused on inclusivity, connectivity, innovation, and authenticity in its work and culture, leaders stated.

Karina Salinas, diversity, equity, and inclusion (DE&I) manager, “continued to dedicate 100 percent of her time to ensure that DE&I was top of mind for everyone at the agency” via tools such as the agency’s Inclusivity Interview Training and Break the Binary Curriculum, executives say. Additionally, in partnership with Senior VP Executive Creative Director Divya Dileep, Salinas created a DE&I toolkit to help with inclusive casting and “navigate uncomfortable conversations”; launched the DE&I Review Committee to make sure work “is authentic and appropriate”; and partnered with Omnicom Health Group to launch Health of Advertising, “to inform diverse talent of the career possibilities in advertising.” 

“The agency’s 2022 DE&I survey results showed that employees feel the support of a more equitable work environment,” executives say. “Eighty-three percent of respondents agree that the agency effectively advances DE&I efforts and 90 percent feel respected and included by the people they work with. Continuing the commitment to DE&I, TBWA\WorldHealth expanded its leadership team, which is now 32 percent diverse.” 

Another major area of focus for 2022 was employee connectivity and engagement. Bringing team members together to create a strong agency community has always been a priority but even more so in the hybrid world, according to leaders.

“Creating and sustaining a supportive environment begins with the culture we create, which is built on our three values: ‘Be authentic,’ ‘Do good,’ and ‘Raise hell.’ These [values] are deeply embedded in our strategy for hiring, performance assessment, and recognition,” CEO Robin Shapiro wrote in a January 2023 Healthcare Marketers Exchange article. “Nothing is more important to the employee experience than supporting each other as humans first, and colleagues second. Being able to show up authentically – on good days and bad days – is what brings us closer as a community.” The agency’s connectivity efforts increased employee engagement scores and reduced attrition each successive quarter.

On the client front, in what managers say was one of the biggest wins in agency history, the agency network was awarded the consolidated Moderna business across audiences – enterprise, HCP, and consumer – in addition to its respiratory portfolio. The TBWA\WorldHealth network also won significant new global AOR assignments with GSK and Janssen. “These wins leveraged the strong partnership and suite of capabilities across Omnicom Health Group, including a best-in-class data ecosystem, Omni Health,” executives say. “This proprietary health data platform gives the agency an unrivaled data environment spanning consumer and HCP audiences – enabling seamless development, delivery, and optimization of clients’ omnichannel strategy.” 

Structure and services

TBWA\WorldHealth is moving forward with bespoke team models for clients to enhance collaboration and workflow efficiencies, creating the foundation for a new offering called Precision + Persuasion, in which the agency’s unparalleled data and omnichannel capabilities are deployed for every client, agency leaders say. 

According to managers, this is possible with tools such as Tandem, Omnicom Health Group’s HCP Omnichannel activation engine. “Tandem enables coordination of experiences across partners and channels – including field-based teams – progressing HCPs to the next best action to drive behavioral change,” executives say. “Benefits include precision targeting strategies, personalized journeys across channels, decisioning business rules for next best action, content tagging and measurement, and third-party data and media platform connectivity.”

The agency’s new model will be led by Joanna Jacobs as president, Mike Dennelly as chief strategy officer, Chris Rudnick as head of content creation and delivery, and Dileep.

While the agency modernizes its end-to-end offerings, the leadership team and employees continue living the agency’s values, executives say. 

“They are thought leaders driving business with sustainable inclusion at the forefront, giving clients innovative ways to connect with underserved communities to ultimately help make a difference in health equity.”

Future plans

Putting DE&I at the forefront of agency plans for 2023, TBWA\WorldHealth leadership say it is committed to guiding clients toward sustainable inclusion. “The brand strategy is undergoing a full-scale integration of these ideas and practices striving to create work that reflects the world’s diversity and resonating with historically overlooked communities to bridge the health equity gap,” managers say.  

As part of its growth strategy, the agency will prioritize partnerships with clients who are similarly motivated and passionate about DE&I, according to leaders. 

“Clients leading on the DEI front are growth drivers in our business. These are the companies we are excited to partner with as we build a more inclusive and equitable future in health.” Shapiro says. 


TBWA\WorldHealth team members consistently embrace the Do Good value,” agency leaders say. “Their efforts on behalf of deserving causes and charitable organizations have resulted in strong, lasting relationships with worthy organizations like the American Heart Association (AHA). And that’s just the beginning.” 

TBWA\WorldHealth hosted its third annual “Do Good.
event focused on raising awareness and funds for the issue of period poverty. Teams collected feminine hygiene kits and monetary donations for additional supplies, resulting in more than 500 donated kits. 

TBWA\WorldHealth is working on an educational menopause initiative to bring awareness and drive change in how menopause is treated in the workplace. 

“Women of menopausal age are leaving their jobs at an unprecedented rate largely due to the lack of accommodations for or understanding of how menopause impacts their current work,” executives say. “It’s time to talk about and accommodate menopause openly, and this initiative will lead the way.”

The network partnered with the AHA again to raise funds in the name of Health Equity, hosting a series of events in late October/early November 2022, including a Metaverse Art Auction that raised more than $5,000 to address cardiovascular disparities. Proceeds funded blood pressure devices in underserved areas, set up food stands, installed refrigeration units, established health education initiatives, and more.

TBWA\WorldHealth continued its support of the Medical Advertising Hall of Fame (MAHF), for which Shapiro serves as co-chair. 


(left to right) Jonathan Isaacs, global chief creative officer, TBWA\WorldHealth; Joanna Jacobs, president, TBWA\WorldHealth US; Robin Shapiro, CEO, TBWA\WorldHealth; Mike Dennelly, chief strategy officer, TBWA\WorldHealth US; Carlene Esposito, managing partner, TBWA\Health Collective