Agency 100

Agency 100 2025: CMI Media Group and Compas

Revenue jumped 17% to $312.6 million.

Jack O'Brien

June 10, 2025

5:00 am

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When asked how she describes CMI Media Group and Compas’ role supporting pharma clients, CMI Media Group CEO Susan Dorfman deems the agency the “honest partner.”

What she means by that is when the WPP subsidiary says it has a solution, it is a proven solution — not demo-ware.

Led by Dorfman and Compas CEO James Woodland, the agency’s year was defined by significant investments in future-focused tech, data and AI to offer the most integrated solutions for clients.

One of the agency’s standouts was Dandelion, an AI-driven media execution bot, which automates 90% of manual processes.

Woodland says the tool represents the agency’s commitment to AI-driven efficiency and embodies its newfound motto: “AI doesn’t scare us, AI will scale us.”

The pair also underscored the importance of building out data capabilities specifically for life sciences brands, not merely repurposing mass market tools.

In the aggregate, these strategies allowed CMI to grow its revenue from $267.6 million in 2023 to $312.6 million in 2024 and increase its head count from 1,029 employees to 1,149 full-timers.

The agency also announced that its Empower SaaS-operating system’s automated media orchestration application achieved $1 billion in incremental revenue for more than 25 CMI clients.

According to Woodland, medical marketing shops can sustain success by developing a consistency that will keep clients coming back for more assignments.

“Clients vote with their dollars and they’re going to vote based on their actual experience with you,” he says.

For KC Collins, senior director of digital marketing and communications at Vera Therapeutics, there are a few key factors that make CMI a core partner the drugmaker continually relies on to help drive momentum and consensus.

Offering specific praise for its technical expertise and flexibility, she singles out an instance when the drugmaker was initially testing an omnibrand perspective for its brands.

“CMI was on board with us immediately to work through the technical and process requirements to both test and evaluate the model,” she says. “After, CMI worked closely with us to continue evolving and refining the application of the omnibrand layer as a component to both brand and cross-brand media efforts.”

CMI debuted its Sports Marketing Center of Excellence (CoE) over the summer to leverage athletics in the creation of meaningful health awareness campaigns. The agency also unveiled its Inclusive Media CoE, focusing on equitable health information access across diverse patient populations.

Given the polarized political climate around diversity, equity and inclusion, many health brands — and, by proxy, their agency partners — may shy away from such a move.

However, Dorfman says the CoE was implemented to ensure that no patient or caregiver is left behind.

“When you’re in the business of health, information is the first step in health as well as access to treatments and care — every person deserves to have access to health information,” she says.

One insight from a consumer campaign to apply to medical marketing

The award-winning CeraVe campaign tapped into consumer interest and behavior by aligning to how people use media today. Rather than putting 100% of the campaign energy into one Super Bowl ad, it primed the brand’s key audiences with communication on Reddit. This got people talking and ready for the Super Bowl ad. — Dorfman

Click to see CMI Media Group and Compas’ Agency 100 2024 Profile.

Click here to return to the MM+M Agency 100.

From the June 01, 2025 Issue of MM+M - Medical Marketing and Media

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Agency 100 2025: CMI Media Group and Compas

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One insight from a consumer campaign to apply to medical marketing

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MM+M Media Summit 2025

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