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Asked to give her big-picture take on Assembly’s 2023, North America CEO Valerie Davis makes a bold analogy: She likens the company’s performance to Michael Jordan.
“We feel like it was our Jordan year,” Davis says. “It was our breakout year. We’ve done a lot to set up the foundation for success.” That meant building out Assembly’s infrastructure with a very specific goal in mind: maintaining the agility of a small company even while scaling up to meet the needs of an increasingly diverse client base.
Solid results ensued. MM+M estimates that Assembly generated $90 million in health-related revenue during 2023, up 12.5% from an estimated $80 million in 2022. Overall staff count jumped from 1,600 at the end of 2022 to 1,700 a year later; MM+M estimates that the number of employees primarily dedicated to health and wellness work rose from 480 to 510 during that period.
Davis reports that much of the growth came from new clients — which more than made up for Assembly’s 5% drop in organic growth. She attributes the decline to “tough circumstances tied to existing client spends felt by all agencies .… The recession never came, but a lot of clients pulled back. So our growth was entirely tied to new logos coming in.”
Additions included Medtronic, Inogen, the American Cancer Society, Physicians Mutual Insurance Company, VCA Animal Hospitals and the ALS Association. Assembly did equally well outside the realm of health and wellness, bringing in work from Cole Haan, T. Rowe Price and Estée Lauder, as well as winning Lenovo’s e-commerce business. Davis ranks a new engagement with Elevance Health, which the agency rebranded and “rebirthed,” high among the year’s highlights.
Assembly also bolstered its data and analytics bona fides by expanding its proprietary Stage platform. While Davis acknowledges that the agency’s investment was substantial, she says it has already started to pay off.
“We’ve always had data tools and tech, but I wouldn’t say we were always the best at it,” Davis admits. “Now we’ve gotten to a point where we’re able to speak to it, demonstrate it, enhance it and build on it.”
A different kind of challenge came in the form of the current political landscape, including the abortion rights debate. “It’s not just challenging for our client business, but also for our teams and how they’re feeling,” Davis continues. “We want to build a culture that meets our teams where they are.”
Davis believes Assembly has a somewhat unique approach to building that culture: It does so through its signature, well, assemblies. “We don’t call them town halls,” Davis explains. “We lean into our name.”
The idea is to foster the notion that good ideas can come from anyone and anywhere in the organization.
“Diversity of thought is important. We don’t want a bunch of executives talking to themselves,” Davis says. “How can you make sure people feel like they can have an impact on their career and our clients’ business? We’re still working on it, by the way — it’s a work in progress.”
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Work we wish we did
The annual enrollment period for Medicare is a highly competitive, 10-week effort in which insurers battle for share of mind and voice for adults 65 and over. But United-Health Group has been an innovator in the space, leveraging multiple social touchpoints and 65+ influencers to make deeper connections with prospects. In the 2024 enrollment period, it had a significant presence on TikTok and used influencers in collaboration with AARP to capture growing users of social. — Davis
