How do you top your most success- ful year?” agency executives say. “If you’re Greater ;an One, you do it
two years in a row.”
GTO celebrated the agency’s 13th year by
increasing its workforce by 15 percent, expand-
ing the full-service o;ce in San Francisco to
better serve its growing portfolio of Genentech
brands, becoming agency of record for an on-
cology brand at a top 10 global pharma com-
pany on the East Coast and the Blue Shield of
California, launching two new departments,
and debuting two family companies.
Additionally, GTO Labs’ predictive modeling protocol is being applied to BioDigital Systems platform, the BioDigital Human, to implement the principles of the A;ordable Care
Act. ;e program presents complicated health
data in simple ways to help solve society’s largest
healthcare challenges via 3-D digital technology. ;is ground-breaking feat was presented by
GTO’s CEO at the United Nations in March.
THE YEAR’S ACCOMPLISHMENTS
Executives say GTO began 2013 by doing what
it does best for complex brands and healthcare
companies: o;ering powerful and simple solutions that empower brands, drive sales, and
GTO’s long and successful relationship with
Genentech continued as it developed the strategy and analytics for Pioneering Health, Roche
brands’ premier destination portal for people
and their caregivers who are eager to learn about
living optimistically with a disease or condition.
2013 also marked a continuation of GTO’s
evolving relationship with Roche’s ;u medication Tami;u. GTO is the digital media and
co-creative agency for the Tami;u brand, and
last year the DTC National Advertising Awards
gave GTO the 2013 Gold for Tami;u media.
;e breakthrough campaign tracked and processed search engine queries, so creative could
be instantly deployed to consumers who were
seeking e;ective ;u solutions.
Another outstanding achievement rooted in
accurately harnessing the human insight is the
pre-launch work for AbbVie. Agency leaders
say the physician unbranded campaign ;exed
GTO’s analytical, strategic, and creative muscles by raising awareness of the pathophysiol-ogy and burden of disease for chronic kidney
disease. Leading the campaign is Gregory
Gross, Ph.D., the new executive creative director of content, who brings extensive knowledge and award-winning online and o;ine
expertise to GTO. Under his leadership, the
copy team can ful;ll deeper content generation and AOR work with engaging, powerful
prose. GTO’s new print production studio
and motion graphics department also support
this four-year campaign and further enhance
the agency’s services.
GTO spearheaded its share of new business
wins by adding notable clients Blue Shield,
Ferring, MasterCard, and Vac ToDate to its
STRUCTURE AND SERVICES
Born digital, the talent of GTO thrives on
innovation, creativity and strategic thinking,
executives say. By seeking out like-minded creative partners to add to the family of companies, GTO has created a unique brand-building
approach that is more powerful than any single
perspective, according to managers. Launched
during 2013 as a GTO division, GTO Media
made its debut as a PM360 and DTC award-winner. In June, Adjacent to One (ATO), a
design and technology consultancy for digital
products and services, joined the GTO family. One of the ;rst projects out of the gate was
the creation of an extensible design language
(EDL) to introduce a new interaction model
and user interface for products for CA Technologies Security Business Unit. ;e EDL created has allowed for more rapid and consistent
design development than previously attained.
By early 2014, this modern interface will be
ready for integration. And GTO’s print production, audio and video departments created
a groundbreaking integrated campaign for the
Greater Good, the agency’s charitable initiative.
In addition to the new divisions of GTO,
other hallmark services include experience design and content, application development,
web development, strategy, quality assurance,
media, search engine marketing/search engine
optimization, project management, and account management.
Each Greater ;an One o;ce is a full-service digital communications agency with key
growth areas in tablet applications, responsive
Web solutions, and gami;cation strategies for
e-learning and e-commerce.
A 2013 ;nalist for PM360’s Trailblazer Advertising Agency of the Year, GTO continues to
de;ne and reinvent the future of digital healthcare, agency executives say.
“For over 13 years, GTO has used the hu-
man insight to drive process. And this pro-
cess creates iconic brands that have garnered
international recognition, consumer loyalty,
client success and, most importantly, it gives
us a unique energy,” says CEO Elizabeth Izard
Apelles. “Energy can be felt in the halls of each
of our o;ces and our family of companies.
Energy propels us to change the future and
challenge the status quo.” ;is is precisely why
clients come back for more, execs say.
According to managers, GTO will continue
to keep to its roots and values: empower consumers by enhancing their health literacy by
making information more compelling and
understandable; support healthcare professionals to do their best work; contribute to
the communities in which employees live; and
encourage sustainable practices and create sustainable growth for the company and clients.
According to agency leaders, GTO strives to
make a positive impact in the world around
it – for its clients and its communities. ;e
agency partners with global clients to build and
promote sustainability in its values, practices,
and services. “Everyone at GTO believes passionately in giving back and they do so through
Greater Good,” executives say.
;rough Greater Good, employees can devote a designated number of workdays each
year to help underserved charities. All charitable initiatives provide sustainable programs,
projects, and necessities for people in need
around the local communities near GTO of-;ces in New York, San Francisco, and Madrid.
Greater Good celebrated its 13th year of giving back by giving more. Collection capabilities
were expanded with ;e Big Red Box. ;e donation drive had its best year yet, and the sponsored holiday dinner fed even more families.
100 percent of everything raised reached the
people for whom it was intended. “Now that’s
greater giving,” executives say. MEDADNEWS
(left to right) Steve Longbons, partner, technology; Mark Sadowski, partner, chief financial officer; Pilar Belhumeur,
partner, executive creative director; Kate Drummond, partner, media; Patrick Rorke, partner, chief operations
officer; Gregory Gross, Ph.D., executive creative director, content; Pamela Pinta, senior director, analytics,
insights, and strategy; Elizabeth Izard Apelles, CEO; Diego Anderiz, partner, GTO Europe; Amanda Powers,
partner, GTO West; Marcos Regalo, director of search; Christa Toole, partner, productivity
395 Hudson Street, 4th Floor
New York, NY 10014
Account losses 1
Accounts resigned 1
Active business clients
BRANDS BY 2013 SALES
Brand-product accounts held
$50 million – $100 million
$100 million – $500 million
$500 million to $1 billion
$1 billion or more
Blue Shield of California
Continuum Health Partners
New York University
Applying the predictive modeling protocol created at GTO Labs to the BioDigital Human platform, Greater
Than One partnered with Novant Health to use this ground-breaking technology to revolutionize the healthcare
industry: educators, providers, and manufacturers can now give patients an exceptional new visual format to
better understand their health — thus digitally complying with the Affordable Care Act.
DIGITAL EDITION AVAILABLE AT MEDADNEWS.COM