m “We’ve really advanced our organizational platform in medical communications and how we’ll take advan- tage of those opportunities,” says Nordstrom, noting that while McCann’s DTC business is still growing strongly, “the growth trend in medical communications is exponential.” Asia-Pacific, in particular, has proven a McCann boon for the business, followed by North America and Europe, Nordstrom says. The trend toward medical communications is being Healthcare driven by clunky pipelines. “Where new drugs are fewer and farther between, our clients have moved upstream in terms of investment,” says Nordstrom, “so we have Worldwide Global giant with consumer and professional been able to leverage the breadth of our capabilities to take advantage of that spending.” “Upstream,” in McCann vernacular, means moving from post-approval promotion to market shaping— patient education, disease awareness, medical commu- powerhouses seeks to move upstream nications and approvals preparation. In-country expertise makes these market conditioning techniques valuable at a time when every launch and every market counts all the more for a dearth of new products. McCann, more than most, aspires to be the most global of agency networks. Nordstrom says that while growth has leveled off in the US, companies are expand- ing promotion overseas and clients are translating talk about global brand-building into action. McCann’s positioning has helped bring in global integrated assign- ments for GSK’s asthma awareness program and Novartis-Idenix Hepatitis B vaccines. “That’s where the growth is really coming from,” says Nordstrom. “Global pitches are driving revenue across the network.” “Global pitches T he healthcare arm of Interpublic’s McCann Worldgroup completed a global reorganization Torre Lazur McCann are driving while netting 243 new assignments, 76 of which After changes at the top and a divestiture of its West growth across came from five top clients, and capped a sweeping Coast operations to sibling Regan Campbell Ward, the network. global consolidation. The firm appointed a regional management struc- Torre Lazur McCann moved forward with new business from GSK, Sepracor and Novartis. That’s where ture, with Susie Browning heading operations for the The group’s flagship medical shop saw the elevation the growth is Middle East and Africa, Walter Ehrinzon taking charge of Marci Piasecki as chief executive for US operations. really coming of Latin America, and John Cahill heading up Asia- Pacific and serving as president and CEO of McCann The appointment of Piasecki, a former GSK marketer who had most recently headed East Hanover, NJ-based from” Healthcare Japan. Dana Adler was named director of Echo Torre Lazur, followed the departure of CEO Bev- —Richard Nordstrom global operations for the group and Dave Bachman erly Breitenbach. Prior to that, founder and longtime became CFO, while Guy Pedelini was appointed world- chairman Joe Torre also departed. Torre will now serve wide HR director. as managing director for healthcare at McCann parent The network snagged DDB Chicago’s Richard Interpublic. Joe Poggi took over Piasecki’s role at Echo DiLillo to serve as executive creative director. For Torre Lazur as she made her move to the Parsippany North America, the heads of group networks—Torre mothership. Lazur McCann, Regan Campbell Ward McCann, Torre Lazur picked up a slew of assignments on McCann HumanCare and Adair-Greene—continue to experimental products, including a respiratory product report to CEO Richard Nordstrom. from GSK, a Hepatitis B product from Novartis and McCann Healthcare also reorganized its medical Idenix, and developmental drugs from Adams Respira- education business into two global “footprints,” with tory Therapeutics. In addition to these wins, the shop Caudex and Complete. Former North American Com- pitched and retained the Fragmen business following its plete CEO Gail Flockhart now heads Caudex. acquisition by Eisai. 98 MM&M JULY 2006 Echo Torre Lazur added Arformoterol for COPD to hot-desk strategic function servicing clients throughout its lucrative Sepracor business, including both Lunesta the group. “We’re offering new ideas and a full multime- and Xopenex. The firm’s managed markets practice dia solution to clients looking at print, interactive, sales, picked up assignments for Sanofi-Aventis/BMS’ Plavix, journals, whatever,” says Piasecki. “We see our volume along with Novartis’ Lotrel, Allergan’s ophthalmics of business in that area growing.” The shop named Brett franchise and Eisai’s Fragmen, among others. Nichols VP director of interactive media and added On the downside, Adams elected to take its Mucinex interactive business on its Plavix and Ethicon Endo- consumer business in-house. Torre Lazur also declined surgery accounts. to pitch on a consolidation of the Ortho McNeil neuro- Piasecki says that as clients are seeking efficiencies, logics franchise, from which it held assignments on two agencies must figure out how to offer them more for brands, due to a conflict. Eisai stopped promoting less. “We are more than capable of answering that call. Zonegran, which previously had been handled by Echo The challenge is trying to determine where we can real- AT THE HELM Torre Lazur. ize those efficiencies without cutting back on idea gen- Richard Nordstrom, global CEO Torre Lazur McCann has its eye on industry trends. eration or strategic planning and becoming a In addition to its burgeoning managed markets practice, commodity, but everyone can tighten execution and TORRE LAZUR the shop has reorganized its multimedia practice into a implementation.” McCANN New business from GSK, Novartis, Eisai, Sepracor, Allergan and Adams Respiratory Therapeutics, among others Scuttled West Coast shop and lost Mucinex consumer campaign as it went in-house REGAN CAMPBELL WARD McCANN Took the McCann name and went West, absorb- ing Torre Lazur’s San Diego shop and picking up wins from Genentech, Gilead, Bayer/Onyx and Barrier Therapeutics. Revenue up around 20% for 2005 ADAIR-GREENE HEALTHCARE COMMUNICATIONS No longer the young brand shop, Adair is focusing on devices and Above: journal ads for BMS/Sanofi’s Plavix (Torre Lazur) and Hoya Super HiVision lenses (Adair-Greene) diagnostics with wins Far left: a corporate ad for Sigma-Tau Pharmaceuticals from RCW McCann emphasizes rare ailments from Roche and Steifel McCANN HUMANCARE McCann Healthcare Worldwide Landed Pfizer’s Aricept and grew its business with GSK. Launched new ED awareness work for Pfizer and ads for GSK’s Paxil CR, Coreg and Torre Lazur Regan Campbell Adair-Greene McCann Avodart McCann Ward McCann H’care Comms. HumanCare For contacts and Ads and communica- Healthcare branding Full service Consumer healthcare rosters, see Agency A-to-Z, pages 133 (Adair- tions to professionals and communications, professional agency, advertising unit within Greene), 148 (echo), and patients via print, with medical education specializes in devices McCann Erickson 165 (HumanCare), interactive and video (Fission) and interactive and diagnostics Worldwide, New York- 172 (RCW) and 182 (Medrageous) units based with hubs (Torre Lazur) across the globe JULY 2006 MM&M 99 Regan Campbell Ward McCann “We modified the original positioning,”said Jay Levy, The New York-based agency adopted the McCann president of Adair-Greene. “We’ve had a lot of success name and rolled up sibling Torre Lazur McCann’s San over the past couple years in the medical devices and Diego office into its own burgeoning three-year-old diagnostics arena. We know how to work with them, we West Coast shop, along with its Truvada HIV direct-to- understand them and we want to continue to expand in patient business from Gilead. that segment.” RCW McCann scored some big new West Coast Like all regional shops outside of the Northeast and TORRE LAZUR accounts for the new shop, winning Genentech’s Her- West Coast hubs, Adair-Greene has to work harder to McCANN ceptin for breast cancer, the launch of Nexavar Marci Piasecki, CEO for attract new business and maintain a stable of clients (sorafenib) for advanced renal cell carcinoma from US operations spread out across the US. Recruiting and retaining staff Bayer and Emeryville, CA-based Onyx and Aceon and is a constant challenge, says Levy, though the shop has Ranexa from Palo Alto’s CV Therapeutics. In addition, been blessed with low turnover in recent years. RCW pulled in new business from derm firm Barrier The firm continues to service the healthcare and hos- Therapeutics. The shop continues to handle Allergan’s pital divisions of major device and diagnostics players. Restasis. These include Kimberley-Clark, Boston Scientific and Managing partner Maureen Regan said revenues King Pharmaceuticals, for which it handles top-selling were up around 20% for 2005—a drop from 2004’s 45% Thrombin-JMI. growth, but hardly a disappointment. “Last year was a REGAN CAMPBELL very difficult one for a lot of our competitors,” says WARD McCANN McCann HumanCare Maureen Regan, Regan. “We’re very blessed that we were able to main- managing partner McCann’s DTC shop won Pfizer’s Aricept—a nice con- tain good growth.” solation prize for the shelving of Bextra—and grew its Regan says RCW has made good use of its interactive business with GSK. division, MedRageous, as DTC spending has dropped The firm launched unbranded work for Pfizer’s Via- off and clients have shifted much of that into DTP. gra and GSK’s Paxil CR, along with new branded cam- “Where people were doing mass advertising, DTP is a paigns for Medpoint’s Astelin nasal spray, Sepracor’s lot more cost efficient for many brands,” says Regan. Lunesta, GSK’s Coreg and Avodart. On the downside, Cost efficiencies as well as patient compliance and regu- McCann HumanCare lost the business for a pre-market latory compliance are driving DTP growth, and clients ADAIR GREENE Novartis diabetes product to DDB Rx. are becoming more sophisticated about one-to-one Jay Levy, president McCann HumanCare continues to cross-pollinate communications, Regan says, moving beyond DTRV with sibling agencies—most notably with CRM shop and Web sites. MRM, which it collaborates with on six accounts, and Not satisfied with its bicoastal stretch, the shop has FutureBrand. McCann also cross-markets brand- taken its work global—notably with the Nexavar roll- design shop FutureBrand, events promotion arm out. “That’s another reason we added McCann formally Momentum, PR firm Weber Shandwick and young to our masthead,” said Regan. “We’re seeing more and adult agency TAG with HumanCare. “That offering is more of our business headed in that direction, and hav- starting to percolate,” says McCann HumanCare head ing global capabilities is now the price of entry.” Andrew Schirmer. “One of the biggest trends affecting advertising and communications is the multitude of McCANN Adair-Greene Healthcare Communications HUMANCARE touchpoints, and clients are struggling with measure- McCann Healthcare’s Atlanta satellite picked up Andrew Schirmer, ment and deployment.” peachy new accounts from Roche Diagnostics and managing director HumanCare is also finding opportunities outside the Terumo Interventional Systems as it shifted focus from US in strategic planning and consumer insights, and emerging brands to its strong suit in medical devices and recently established offices in both Tokyo and London. diagnostics. “For many And the firm is looking outside pharmaceuticals, han- The Atlanta agency won the centralized lab business at Roche Diagnostics and won the US interventional afflictions, you dling projects for Intel and the University of Arizona health system. “Our bread and butter continues to be business for Terumo, a Japanese firm with US head- simply can’t pharmaceuticals, but we’ve expanded into technology quarters in Somerset, NJ. The firm also strengthened its abandon and hospitals,” says Schirmer. Intel, a McCann World- relationship with Stiefel, adding the Atlanta company’s eczema treatment MimyX to its portfolio, which broadcast, but wide marquee client, is tapping the firm’s expertise as it explores opportunities in healthcare. includes Steifel’s top seller, Duac. On the debit side, the you need to Good old-fashioned mass-market DTC isn’t going firm parted ways with Hospira. effectively anywhere, says Schirmer, but expertise on a multi-chan- Adair-Greene also shifted its positioning through a tweaking of its eye-catching campaign. The firm is no supplement and nel approach is more in demand. “For many afflictions that affect millions of people, you simply can’t abandon longer singing the “Young Brand Blues.”Instead, it’s the surround it” broadcast media, but you need to effectively supple- “Agency Blues.” —Andrew Schirmer ment it and surround it,”he says. —Matthew Arnold JULY 2006 MM&M 101
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