Founded in 2002, TBWA\WorldHealth is a global healthcare marketing ser- vices network that brings together
expertise from professional and consumer
agencies. It combines medical science and
professional and patient insights with TBWA’s proprietary strategic approaches of
Disruption and Media Arts.
According to executives, the global network pledges to help create a healthier
world through simple yet engaging ideas
that inspire genuine behavior change. ;is
has helped it secure solid relationships with
more than 100 healthcare clients, including
Bayer, Bristol-Myers Squibb,
Cooper-Vision, Ferring, Galderma, Gilead,
GlaxoSmithKline, Ipsen, Johnson &
Johnson, Lundbeck, Novartis, P;zer,
Otsuka, and Roche, among others.
Network leaders say 2013 was a year of
healthy growth thanks to signi;cant senior
personnel appointments, major account
wins and important new assignments that
strengthened the network’s relationship
with its existing global clients.
THE YEAR’S ACCOMPLISHMENTS
2013 saw the strengthening of the leadership team, with highly experienced individuals adding their talents to o;ces in
France, Germany, Switzerland, the United
Kingdom, and the United States.
In France, the return of veteran Sean Yap
to the TBWA group as Head of International Business boosted the agency’s e;orts in
bringing strategic business value to clients,
over and above the agency’s core competencies. In London, Beth Moore was appointed
Head of Strategy at TBWA\Paling Walters,
alongside incoming Executive Creative Director Diana Janicki and new Managing Director Steve Morris, who brings many years
of TBWA experience to the role.
Meanwhile, Bernd Hofmann joined
TBWA\WorldHealth Munich as Client Service Director. During his career Bernd has
worked with some of the biggest brands in
the sector. ;e team in Switzerland was also
strengthened with Simon Raschle as Head
R. Shane Kennedy joined the TBWA\
Chiat\Day New York o;ce as Managing
Director, TBWA\WorldHealth. With his
primary focus on the U.S. market and additional global duties for TBWA\WorldHealth, and as a member of the GSK Key
Accounts team, he brings signi;cant healthcare experience in digital, consumer, and
In Mexico, Veronica Trujillo, best known
for her acute brand insights and analytical
approach, was appointed Managing Director of the o;ce that she joined in 2010 as
;ere was also news in Turkey, where a
new digital department was created speci;cally to handle tablet detailing, apps, broadcast and coding.
As a consequence of this in;ux of talents,
the network won a series of global assignments that reinforced its relationship with
its clients at an international level. On a
network-wide basis there were assignments
from P;zer, Gilead, Lundbeck/Otsuka,
Ipsen, and Ferring.
;ere were also impressive account
gains across the globe. In Belgium, assignments from AbbVie; in Denmark, work
from P;zer Brands; in Germany, assignments from Ipsen for cancer treatment
Tasquinimod, as well as new brands from
Bristol-Myers Squibb and P;zer. Spain was
also awarded new P;zer work, while Switzerland won new assignments from BMS,
Blomed, and Medela.
London is heavily present in the roster of
new wins with work from P;zer for Enbrel
and, as mentioned earlier, Ipsen, Gilead and
Lundbeck/Otsuka. ;e U.S. o;ce under
the leadership of R. Shane Kennedy also
shone with new work from J&J alongside
the network-wide business from CooperVi-sion.
Another U.S. highlight was the launch of
GlaxoSmithKline’s ;rst-in-class nicotine replacement therapy, an oral strip that begins
to reduce the urge to smoke within 50 seconds. ;e agency developed TV, print, outdoor and online assets which will roll out
worldwide for NiQuitin Oral Strips.
;e network also did some signi;cant
public relations work. One major initiative
was the launch in Brazil of World Diabetes Day on November 14. ;e PR hook of
the campaign, created by Lew’Lara\TBWA,
involved “o;cially” changing the name of
Rio de Janeiro’s famous Sugarloaf Mountain
(Pão de Açúcar) to Sugarless Mountain (Pão
sem Açúcar) for the day, generating immense media buzz.
In the United States, the agency has
partnered with conference organizer and
health community TEDMED as a contributing partner in a strategic and digital role.
Another alliance was forged in Japan,
where consumer health agency TBWA\EG
joined forces with local independent HCP
agency La Nouvelle Place to form TBWA\
WorldHealth Japan. ;e venture has already begun a collaboration with P;zer.
In 2013, CAHG (see pro;le on page 62)
launched three important drugs: Gilead’s
Sovaldi, Bayer’s Adempas, and Otsuka/
Lundbeck’s Abilify Maintena.
;e network won numerous awards in
2013. TBWA\Paling Walters in the U.K.
was a top prize winner at the Global Awards
for its work for RMD virology. Its work for
Roche RMD also scored IPA Best of Health
bronze awards in two categories. France won
Prix Emprientes for Exforge (Novartis) and
Glaucoma Grand Angle (Alcon).
;e German agency scored Gold in the
Comprix competition for its BMS/
Oren-cia mailing and campaign for the Deutsche
Diabetiker Fund. Mexico’s TV spot for
Levitra (Bayer) won its category at the Aspid awards.
In Spain, work for Vichy Pharmacy’s
Aminexi won Gold at both the Inspirational Awards and the El Sol awards. Turkey
won nine awards in the National Healthcare Communications Contest.
STRUCTURE AND SERVICES
TBWA\WorldHealth is led by Scott Cotherman, Chairman, and Hervé Brunette,
President International. Cotherman is also
President and CEO of CAHG, the lead
U.S.-based agency within the network.
;e network serves global, regional and
local marketers of pharmaceuticals, medical
devices, consumer/OTC healthcare brands,
health service organizations and wellness
brands. It comprises 48 o;ces in 36 countries, with international hubs in New York,
Chicago, London, Paris, Hamburg, Singapore and now Mexico City.
TBWA\WorldHealth o;ers comprehen-
sive brand-stewardship services to support
clients’ pharmaceutical brands – from pre-
launch to post-patent – as well as OTC and
consumer health brands with integrated
solutions. Services include brand and fran-
chise strategy, creative development of tra-
ditional advertising and sales support, digi-
tal strategy and execution, CRM, salesforce
incentive programs, market research, medi-
cal education, market access, clinical trial
recruitment, PR, strategic publications
planning, crisis management, KOL man-
agement, event marketing and congresses,
prepress and studio production and local
and international asset management.
Over the coming months TBWA\WorldHealth plans to strengthen its presence in
Asia and the Middle East. As well as growing in developing markets and innovating in
the digital ;eld, the network will continue
to pursue global assignments while creating
success for clients by remaining at the cutting edge and putting Disruption and Media Arts at the heart of everything it does.
TBWA\WorldHealth demonstrates its commitment to helping create a healthier world
with concrete initiatives. In addition to
World Diabetes Day, charity-related work
included a pro bono campaign for LILT (the
Italian League Against Cancer) and work in
Turkey for the Foundation for Children in
Need of Protection.
Employees all over the world contrib-
uted to the well-being of others. In Paris,
Patrick Papazian, CEO of TBWA\Adelphi,
spends one day a week at Bichat Hospital
treating patients with HIV. Employees at
TBWA\Korea were so moved by the story
of children in Sri Lanka who must walk two
hours to school that they created the cam-
paign “Let’s send bikes to the children of Sri
Additionally, TBWA took Tolstoy to a
mental health conference in Seoul. ;e
agency created an interactive app based on
the book “Anna Karenina,” full of questions
about life and relationships. Users could also
attend a seminar on the responses of classic
literature to life’s dilemmas. MEDADNEWS
Scott Cotherman, Chairman
488 Madison Avenue
New York, NY 10022
Hervé Brunette, President International