For GSW, 2013 was one of the most dynamic years in the agency’s history, marked by major milestones such as the
merger with Blue Diesel, creation of a new
brand platform built on an extensively remodeled mission, and the development and launch
of multiple health content technology products.
According to president Joe Daley, it was a
year in which GSW formally restructured its
strategy, creativity, and technology disciplines
and recruited new talent to accelerate the agency’s vision to become the healthcare communications leader in building human connections.
“;e remarkable transformation of healthcare
taking place right now requires a realignment of
how, when, and where brands connect directly
to the people impacted at every touch point of
their healthcare journey,” Daley says. “In 2013,
we made aggressive moves to complement our
talent base with new people, capabilities, services, and now products, all tightly focused on
driving expanded value for our clients.”
THE YEAR’S ACCOMPLISHMENTS
2013 was a year for bringing the agency’s new vision and mission to life, highlighted by development of the GSW brand story, philosophy, and
platform. “It was a priority for us to re;ect on our
history, evaluate the changing landscape in the
market, and construct the right components that
would represent who we’ve grown to become and
how that position will help our clients’ brands succeed in a hypercompetitive landscape,” Daley says.
As a result, the agency’s “Speak People” philosophy was born, leveraging the power of connecting
audiences, experiences, and markets that inspire
and empower people to make healthier choices.
;is has become GSW’s proprietary approach to
enriching the conversation between people and
healthcare. According to agency leaders, the new
brand platform and capability set is gaining traction in the marketplace, evidenced by heightened
new business activity in the fourth quarter.
On the new business front, the agency won
19 new assignments, including agency of re-
cord and project-based work from new and ex-
isting clients. One of the biggest achievements
for GSW’s Columbus o;ce was successfully
launching Biogen Idec’s multiple sclerosis
blockbuster, Tec;dera, referred to by one ana-
lyst as the “mother of all launches.”
A major highlight for the agency’s New York
o;ce was signi;cant growth with Amgen, as
GSW was named global professional agency of
record for several brands: brodalumab for pso-
riasis and digital AOR for Amgen’s Cardiovas-
cular Franchise, including the heart failure drug
ivabradine and AMG 145. Columbus added
the osteoporosis drug romosozumab to exist-
ing work as professional AOR for Prolia.
Several new clients were added to the roster
in 2013, including from the New York o;ce:
the Juvenile Diabetes Research Founda-
tion tapped the agency to develop video and
written materials for its fundraising initiatives
resulting in the Type None campaign, which
received early award recognition; and Zeltiq
for its CoolSculpting device for consumers. In
the Columbus o;ce, AOR assignments were
awarded from Alcon and Amedra Pharmaceu-
ticals. Pocket Protein was added to the roster
for consumer marketing in the health and well-
ness space, and St. Jude Medical for a direct-to-
patient marketing assignment for a neuromod-
ulation device used to treat chronic back pain.
GSW continued to grow organic business
by adding new work in the New York o;ce
with long-standing client Lilly for the oncology
drugs necitumumab and ramucirumab. Columbus added work with Elanco, the animal
health division of Lilly; Baxter for its anesthesia
portfolio including Suprane; and with several
projects for Cardinal Health, one of the world’s
largest healthcare supply chain manufacturers. In Canada, the team added new clients in
Merck, Gilead, and Celgene and new brands
with existing clients Novartis and P;zer.
A foundational component of GSW’s
growth engine was implementation of innovation as a discipline across geographies.
Under the leadership of Leigh Householder,
who became chief innovation o;cer, GSW
provided clients with tangible tools and workshops such as What Could Be Days, proactive
explorations on how key trends are likely to
a;ect speci;c markets, brands, and franchises.
;e GSW innovation discipline is delivering
digital, marketing, consumer, and healthcare
trend reports through its proprietary web portal Health Experience Project (HxP), which
has now drawn more than 7,000 visitors (and
contributed to GSW’s top 1 percent rank of
content consumed on SlideShare).
iQ, GSW’s experimentation lab, continues
to commercialize products that are deployed
to more than 50 brands in 20 countries across
25 companies, including Lilly, Merck, Amgen,
Takeda, Shire, Johnson & Johnson, and
Gilead. Products are focused around four key
areas: Tradeshow (Rival, 3D booth), Rep Tools
(;leShare, Mercury, Align), Analytics (Scout),
and Patient Education (Fluent). Two of the
most signi;cant launches from 2013 include
iQ.3D Booth, an immersive application that
leverages a trade show booth into a vivid virtual
on line experience; and Mercury 3, a platform
that allows reps to deliver face-to-face, e-detail,
remote, and group presentations across multiple
communication channels, all from their iPad or
Windows 8 compatible tablet.
GSW also garnered honors from the
CLIOs, Globals, ADDYs, Trailblazer Awards,
MM&M, Aspids, and the top honor for the
Best Video Submission Award from Med Ad
News for “Hello, Siri!”
STRUCTURE AND SERVICES
Under the continued leadership of Daley and
Bruce Rooke, global chief creativity o;cer,
GSW continues to strengthen its core leadership structure to deliver on its mission. In addition to leading creative, Rooke has taken on
a deeper role, becoming the key architect of a
new creativity model that brings together experience planning, storytelling, the innovation
discipline, traditional creative, and technology
to deliver on the agency’s mission.
(left to right) Marci Piasecki, president, GSW East, managing director inVentiv Creative Studios and Media
360; Dan Smith, president, GSW West; Joe Daley (seated front), president; Bruce Rooke, chief creativity
officer; Andy Crawford, chief operations officer
CATEGORY I — AGENCIES WITH INCOME OF MORE THAN $50 MILLION
500 Olde Worthington Road
Westerville, OH 43082
AGENCY OF THE YEAR, CATEGORY II
BEST PROFESSIONAL CAMPAIGN
BEST SELF-PROMOTIONAL CAMPAIGN
MOST ADMIRED AGENCY
BEST CONSUMER CAMPAIGN
BEST INTERACTIVE PHYSICIAN CAMPAIGN
BEST PROFESSIONAL CAMPAIGN
Active business clients
BRANDS BY 2013 SALES
Brand-product accounts held
$25 million or less
$25 million – $50 million
$50 million – $100 million
$100 million – $500 million
$500 million to $1 billion
$1 billion or more
Advertising and promotion (print,
interactive, and digital media) 100%
American Medical Systems
Elanco Animal Health
Johnson & Johnson Services
OSU WMC SEO
St. Jude Medical
Takeda Pharmaceuticals North America
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