美女免费一级视频在线观看

Click here to view Minds+Assembly’s Get In The Game activation.

Until late last year, Minds + Assembly had contented itself with being a full-service creative shop. Thanks to some bold maneuvers, the agency has been reborn as a fully fledged commercialization platform. 

Backed by private equity firm Amulet Capital Partners, M+A acquired social media agency HashtagHealth as well as analytically minded digital health firm Awaken Interactive. Just days later it scooped up med-comms shop Boldscience. Staff count catapulted from 182 to 437. 

To hear execs tell it, the acquisitions have helped transform the agency into something bigger than the sum of its parts. 

“What we really were striving for was coming up with a specialized group of agencies that rounded out our communications and commercialization throughout a product’s life cycle,” says Randi Baerson, managing partner, chief client officer. 

And as the business has evolved so, too, has leadership. Following the acquisitions, cofounders Joelle Friedland, Ben Ingersoll and Stephen Minasvand announced their decision to step aside and allow Mark Lydiatt, formerly CEO of Boldscience, to assume the helm as M+A’s CEO.  

New hires Jonathan Woodring, as chief data officer, and Chuck Hemann, as chief integration officer, will be spearheading and overseeing the integration of the agency’s burgeoning data capabilities, including real-world evidence and claims data, as well as a patient analytics platform.   

The moves were also an instant on-ramp to more sales. Revenue soared to $125.2 million, from $61.8 million in 2023. All told, 74% of that growth was due to acquisitions. 

M+A also added 170 new accounts. (On the flip side, it lost three: AstraZeneca’s Andexxa and Otsuka Digital Medicine’s Abilify Mycite, both due to a halt on promotions, as well as One Love Foundation.) 

M+A’s work is well-informed and backed by real-world data, showing an “ability to blend data-driven strategic thinking with deeply human-centered creativity,” according to Isabel Kalofonos, chief commercial officer at client Crinetics Pharma. 

By the time you read this, some of its newest creative will have hit airwaves, CTV work for Currax’s obesity drug Contrave. The spot, Cravings Don’t Own Me, zeroed in on a long-overlooked audience: emotional eaters.  Running in U.S. local markets, the ad reimagines Lesley Gore’s “You Don’t Own Me” as an emotional anthem against cravings and is designed to help Contrave stand out in a weight-loss market dominated by GLP-1s. 

M+A is also starting to craft AI-driven product offerings: “We’re showing our commitment to combining art and technology to directly enhance our clients’ outcomes,” says Troy Polsley, managing partner and chief creative officer. 

In addition, execs are using it to gain insight into product categories and the patient experience. 

 As the new M+A approaches its first full year as a combined entity, putting all the new pieces together to uniquely solve brands’ problems, while preserving its culture and morale, may be both its greatest challenge and grandest achievement.  

“2024 has been an incredibly ambitious phase,” notes Alix Rancier, managing partner. “Our ability to scale without losing what makes us M+A is what we are most proud of.” 

One insight from a consumer campaign to apply to medical marketing

The best work doesn’t over-explain — it just hits. In the consumer space, StreetEasy reminds you why you put up with New York: because it’s New York. Nike doesn’t list stats — it unlocks the belief that there’s an athlete in all of us. These moments resonate because they’re rooted in human truth — delivered with clarity, not clutter. In healthcare, the same rules apply. We believe the best healthcare stories are simple, powerful and beautiful. And always rooted in human truth. — Alix Rancier

Click to see Minds + Assembly’s 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