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Being able to shape the future of Publicis Groupe agencies for the better part of two decades is something Brendan Gallagher is extremely proud of. 

After holding various technology and innovation roles across Digitas Health, Gallagher joined Saatchi & Saatchi Wellness earlier this year as the agency’s president, in addition to his role as chief connected health officer at Publicis Health. He’s working alongside longtime agency veteran Lou Pietrangelo, Saatchi & Saatchi’s SVP of finance and operations, to guide the agency through new changes in 2025. 

Reflecting on 2024, the leaders say it was an interesting one for the agency — one defined by an influx of gains and losses. 

Saatchi & Saatchi Wellness’ revenue declined from an MM+M-estimated $67 million in 2023 to an estimated $59 million in 2024. While the agency lost revenue, it added a new group of five executives. Three of the five were added to lead clients and accounts, while the other two were brought in to expand the communications and art direction of the agency. 

However, Pietrangelo notes the agency also gained a few business wins toward the end of the year. Some include brand launches that are set to debut in 2025. 

Staff across the shop were primarily focused on defining existing relationships with clients, where the nature of the conversation seemed to be shifting. 

“In 2024, a lot of clients tried to do more, and expected us to do more,” says Gallagher, speaking to what clients across all Publicis Groupe brands were looking for. “They started asking for help connecting silos and were asking for content innovation pipelines.” 

This led Saatchi & Saatchi to integrate more AI and partnerships to boost its internal capabilities. One notable example was Publicis Groupe’s acquisition of Influential, an influencer marketing company, which boasts a network of more than 3.5 million creators. 

The move amplifies the group’s direction to invest in channels where people are spending their time. It also is a move to better connect clients with creators with niche target communities that clients are looking for. 

Using AI to leverage insights is another critical area of focus, and leaders started recognizing the full potential of the homegrown AI products of the industry toward the end of the year. 

“We are at the point where technology is realizing the promise that marketers had and can actually start doing what marketers have always wanted to do,” says Gallagher. 

This means tracking user behaviors to better understand audiences — insights which would in turn inform new creative campaigns. 

Defining themselves as a leader in women’s health, Pietrangelo says the agency also spent the year honing in on that work to “fulfill the unmet need in women’s health.” 

So far in 2025, the focus has shifted from identifying gaps to filling them. With Gallagher on board, innovation has become the new theme for the agency.  

“I’m really excited about building something new,” Gallagher says. “We’re definitely looking to expand our engagement beyond typical healthcare clients to companies that have added a healthcare arm to their work.”

One insight from a consumer campaign to apply to medical marketing

American Express has always known the importance of customer engagement — from Membership Rewards to MyLife MyCard campaigns, the 175-year-old brand insists on not just creating campaigns, but also investing in customer experiences. Partnerships, events, exclusive offers and great branded content always round out every communication strategy. Pharma brands should look at every patient or HCP touchpoint as an opportunity to create an experience that sets them apart. — Gallagher

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