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With a creative now leading the agency as president, it’s fitting that Digitas Health views 2024 as its creative renaissance.

After serving as chief creative officer for the past six years, Publicis elevated Brian Lefkowitz to president last year. To replace himself, Lefkowitz snagged Allison Ceraso away from Havas Lynx, and her addition has driven a complete shift in creative mindset across the entire company. 

“She saw the creative department really needed more conceptual minds, opposed to people managing the problem,” Lefkowitz says. His creative-first mantra impacts everyone, though. Agency leadership is encouraging everyone — from account leads to project managers — to embrace more creative problem solving. 

Ceraso has made that come to life in three ways: craft, collaboration and proactivity. “We can tend to be generalists often, but the craft of writing, art, direction, design, we respect all of that,” Ceraso says, and the agency is “really honing in on areas of expertise for every creative discipline.”

Creatives have also embraced data and analytics, giving them a seat at the table for better collaboration in order to drive more actionable insights, Ceraso says. 

Her last piece to the puzzle is proactivity with clients as she believes Digitas Health is doing a better job listening to clients and bringing them more solutions before the agency is even briefed. 

“They might not have been what they asked for. It might not have been exactly the brief, but what it inspires and becomes is something just unexpected and so welcome that it’s taking the work to new places,” Ceraso says.

Clients are impressed by the evolution. Robert Johnstone, omnichannel and DTC marketing director at GSK, says Digitas’ ability to deliver messages across different channels has improved, remarking that “DH has been a consistently strong creative partner.”

For GSK, Digitas produced Trelegy’s Breathing is Beautiful campaign, a well-crafted spot that breaks the mold for typical pharma advertising and succeeds at continuing the spot’s storyline even as the major statement airs.

The work is paying off with soaring revenue. While most agencies with revenue over $200 million aim for modest single-
digit growth, Digitas Health posted roughly 10% growth, with revenue rising to an MM+M-estimated $225 million.

According to chief client officer Karen Warth, a key advantage is the support from parent company Publicis. “We can bring in the data from an Epsilon perspective … into our strategic analysis and preparation,” she says, which allows the agency to better segment audiences and develop more tailored messaging.

That Power of One model gives Digitas access to a robust pool of expertise. “It also has a broad network under the Publicis umbrella and can reach out to experts in almost any area we need, pull them in and get projects moving quickly,” says Rebecca Lannan, VP of marketing at Supernus Pharmaceuticals.

With a reenergized creative structure and the strength of a global network behind it, Ceraso believes the agency is ready to step out of the shadows.

“You will see more of us. You will hear more from us more often. We’re proud to enter the next era with creativity, prowess and a little more personality,” she says. 

One insight from a consumer campaign to apply to medical marketing

Human storytelling in advertising has evolved into a powerful emotional tool to build connection, trust and brand loyalty. Iconic companies such as Google, Apple and Nike have mastered this craft — making us laugh, cry and feel inspired. Today, pharmaceutical and healthcare brands are following suit. They’re telling human stories grounded in bravery, empathy, fear and empowerment. The health industry is now embracing the truth that emotion creates memory. — Allison Ceraso

Click to see Digitas Health’s Agency 100 2024 Profile.

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