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      Last year, Grey Group decided to institute a borderless approach to its healthcare operations, which involved combining the strengths of both Tank Worldwide and sibling agency Grey Health. In the wake of the infrastructural shift — and finding itself on the wrong side of the Pfizer consolidation derby — Tank experienced a 3% decline in North American revenue, from $58 million in 2022 to $56.5 million last year. Head count dropped in turn, to 280 full-timers at the end of 2023 from 300 at its outset.
      




      However, the slowdown arrived after a 2022 that saw revenue shoot up 29%. It also came amid a new-business hot streak that saw Tank claim one of the year’s biggest prizes: Eli Lilly’s GLP-1 Zepbound, which gained Food and Drug Administration approval in November to treat obesity.
      




      Other additions included engagements with Abbott (on its FreeStyle Libre continuous glucose monitoring system), Gabi SmartCare (in the realm of pediatric health) and Ryte Health. They joined a roster that includes multiple assignments for Haleon (on Tums, Sensodyne and other A-list consumer brands), GSK (on both its vaccines and specialty-care businesses) and Otsuka.
      




      Still, it was the Lilly win that resonated. Given the evolving nature of obesity care amid the GLP-1 revolution, chief creative officer Marty Martinez says Tank needed to flash its creative and cultural bona fides to claim the assignment.
      




      Tank Worldwide creative sample
      




      “Our work is not only about selling something, it’s also about putting something out there that’s relevant to what’s happening in society today, with what’s happening in the culture,” he explains. “GLP-1 drugs are a global phenomenon right now.” 
      




      Martinez says that Tank leveraged its prior relationship with Lilly to get invited to the pitch and show what it could do. Ultimately, it came up with a plan that both amplified the creative elements and forged connections with a range of obesity stakeholder groups. He adds that Tank remains thrilled to be working on a product and condition so central to current cultural and public-health conversations.
      




      Martinez senses a similar dynamic with Tank’s engagement on Abbott’s FreeStyle Libre. The goal: to build out the brand and take it to “new places” through nontraditional creative work.
      




      When the books are closed on 2024, Martinez believes that Tank will find revenue ticking up from 2023 levels. While he notes myriad transformation opportunities across the industry, both from a M&A perspective and technological innovations such as — what else? — AI, he believes that Tank is well-positioned to navigate the rough waters ahead.
      




      “I’m optimistic that we’re going to get to a positive space,” he says. “In my life, I’ve never seen a time where you put in the work and concentrate on it but then nothing comes out of it. We’re putting in the work on the right things.”
      




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      Work we wish we did
      




      The DiversiTree project was a stroke of genius — not only for its ingenious and disruptive solution, but also for its application in the pharma industry, which is often characterized by conservatism and regulatory hurdles. While most medications target symptoms, DiversiTree addresses the root cause. It doesn’t happen without the collaboration of researchers, urban planners and citizens — and the boldness of Bayer to champion a solution that transcends mere products. — Marty Martinez
      




      Click to see Tank Worldwide’s Agency 100 2023 Profile.
      




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