美女免费一级视频在线观看

DiD Agency president Bill Fay states the obvious about 2023: Anticipating a recession that never came, many clients pulled back their marketing spend considerably — and their agency partners felt the pinch. That’s why, when asked about his company’s overall performance, Fay is quick to praise its “grit and resilience” amid the uncertainty.

“It was resilience in the sense that we had a lot of momentum when the entire world felt a little bit of that contraction,” he explains. “We were able to persevere and grow in spite of it.”

DiD wasn’t immune to setbacks outside its control, such as client assets not surviving Phase III trials. The growth, according to chief strategy officer Elyse Cole, had everything to do with the agency “rallying” at a time when it would’ve been easier to accept a flat year — or worse.

When 2023’s wins and losses were ultimately tallied, DiD ended up increasing revenue by more than 5%, cracking the $50 million mark for the first time. It generated $51 million in 2023, up from $48.3 million in 2022. Staff size increased at an even greater rate, jumping from 180 people at the beginning of the year to 210 at its conclusion.

A handful of clutch wins drove the growth. PTC Therapeutics tapped DiD for the phenylketonuria indication of sepiapterin, while Regeneron, Sanofi and AbbVie expanded their relationships with the agency. DiD also worked on UCB’s launch of psoriasis drug Bimzelx and skincare mainstay CeraVe.

Indeed, Fay points to the broad scope of the agency’s client roster as one of its defining features.

“When we develop campaigns, we get to see everything from working with L’Oréal all the way to working with Johnson & Johnson,” Fay says. “That diversity of creativity generates a lot of interesting work.”

DiD also invested on the tech-y side of its business during 2023, bolstering its advanced analytics practice. It paid particular attention to the offerings that “take advantage of machine learning and other types of algorithms where we can be much more predictive and prescriptive in the work we’re doing,” Cole explains.

That informs what she calls a “passion project” for the remainder of 2024: using those insights and datasets to pinpoint where health disparities exist in the market, then proactively work with clients to address them.

“You go in with your assumptions about disparities and, inevitably, it’s not what you would think,” Cole notes. “You might go in saying, ‘OK, patients are getting misdiagnosed,’ but the issue is that they’re not getting to the doctor quickly enough.”

Fay expects a return to double-digit growth in 2024. He believes it will be fueled by “the inherent problem-solving curiosity” of DiD’s people.

“Our scale and size has gotten to a place where we’re able to work across a much larger asset set — inside of a franchise inside a company,” he explains. “The expansion of our work and being able to touch more clients is what excites us.” 

. . .

Work we wish we did

It’s no secret that most healthcare advertising is a dull, predictable sea of clichés and happy patients. There are reasons for that too numerous to list here, but that’s why it’s even more impactful when a campaign breaks through and proves that better is possible. I think about Anomaly’s Abbott Freestyle Libre campaign from 2021 often. It’s a master class in style and substance, leaping from genre to genre for a consistently engaging 90 seconds — but it never strays from a smart insight and simple benefit. If you didn’t think it was possible, now you know. — Jon Barthmus, co-head of creative

Click to see DiD Agency’s Agency 100 2023 Profile.

Click here to return to the MM+M Agency 100.