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As Greater Than One (GTO) celebrates its 25th anniversary, the New York-based agency has been doubling down on what have long been its strengths. 

“Thinking about where the industry is headed and where we can deliver the most value to our clients, we ultimately made a very conscious decision to step forward and to fill our own shoes as a leader in media and technology,” says Amanda Powers-Han, chief media and marketing officer. “It’s a beautiful way to deliver on the promise of omnichannel, which is what all of our clients are asking about.”

G Omni and G Reach, platforms launched in 2024, reflect the agency’s approach to omnichannel and data. G Omni assists with “everything from developing a road map to building through technology, with the right tools and platforms and stitching all of them together so that a company has what it needs to be able to deliver on omnichannel,” Powers-Han says. On the other hand, G Reach is a data-driven budgeting tool, helping clients build a business case for particular initiatives. 

The agency’s data-driven approach helped lead to six new accounts (Alexion Unbranded, Alkermes Lybalvi, Dyne Corporate, ITF Therapeutics Duvyzat, Sobi Vonjo and Telix Illuccix). Powers-Han describes them as sharing some common traits, including their decision to turn to the agency for its media and technology experience. “They are either bringing new medications to market and addressing a significant unmet need in the marketplace, or they are focused on rare diseases, which is a good portion of our business,” she says. 

In 2024, new work was responsible for 70% of growth, the agency reports, and revenue jumped from $23 million at the end of 2023 to $27.5 million at the end of 2024. CEO Elizabeth Izard Apelles also ascribes part of the agency’s strength to its emphasis on collaboration rather than competition.

“Because we’re employee-owned and because we’ve got 25 years in the business, we’re used to partnering,” she explains. “I don’t know of another agency that does what we do and when you couple that with our culture of collaboration, it makes the whole team better.”

Head count at the agency dropped from 106 in 2023 to 90 in 2024. Powers-Han attributes the decrease to a move to “a more effective and more efficient” structure, including grouping clients at the portfolio level.

The agency touts one hire, or rehire, that fits with its current focus. Andrew Bast returned to the role of chief strategy officer at GTO after a three-year hiatus. “That role is more important than ever,” Powers-Han says. “As we think about being able to fully deliver on media and technology omnichannel capabilities, Andrew is expert in leading that group. We now have an omnichannel strategy lead on every piece of business.”

Looking ahead, Powers-Han is optimistic about AI’s potential mainly in terms of efficiency and its ability to assist with tasks from distilling huge sources of data to optimizing campaigns. Apelles, on the other hand, has a more philosophical take.

“I often say that we will be doing things next year that we never dreamed possible last year,” she says. “And it’s the same thing with AI.” 

One insight from a consumer campaign to apply to medical marketing

Data isn’t always black and white — without interrogation, it can mislead. Advancements in data triangulation, analysis and innovative approaches to audience development are powering customer experiences with more precision than ever. In healthcare, it’s a reminder that data should be used to guide surgical targeting up front and uncover modern segmentation and refinement midstream. The best campaigns are fluid, and healthcare is beginning to embrace the idea. — Amanda Powers-Han

Click to see Greater Than One’s Agency 100 2024 Profile.

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