Principal: Marina Maher, CEO
Ownership: Omnicom, as part of its Diversified Agency Services division
Subsidiary agencies: Rx Mosaic
Offices: New York (2)
Revenue: $10 million to $65 million
Headcount: About 150
After exceeding expectations with double-digit revenue growth in 2013, Marina Maher followed suit last year with growth in the 10% to 20% range. The firm was successful in a number of areas in 2014, but healthcare led the pack, says CEO Marina Maher.
Last June, the agency acquired Rx Mosaic, a sister Omnicom agency with specialty pharmaceutical expertise. By the end of the year, Maher says the firm brought on eight staffers for Rx Mosaic and two new pieces of business – Roche Diagnostics and Teva Women’s Health.
Marina Maher also won other health business in 2014, including a global assignment for Merck Manuals in partnership with FleishmanHillard; Valeant Pharmaceuticals’ Jublia; and Celgene’s Abraxane brand. Celgene marks the agency’s first foray into the oncology space. To continue the firm’s healthcare momentum, Maher tapped former Edelman exec Joshua Mansbach last year to serve as SVP and director of science communications.
The firm’s consumer and shopper marketing businesses also grew in 2014. Expanding on work with Downy, the firm was awarded all of Procter & Gamble’s US fabric care business from DeVries Global, which "is the largest category at P&G with $16 billion in annual sales," says Maher. Ketchum oversees the rest of the world on the global account. Marina Maher also won Summer Infant baby products.
On the shopper marketing side, Marina Maher handled in-store programs for Kimberly-Clark’s Depend and Bayer Consumer Care’s Citracal.
Shopper marketing has become bigger for the firm because Maher says taking consumers from product launch all the way to the in-store or e-commerce experience is "the natural next step" of their journey.
Marina Maher’s work with Target and Vox ended last year due to agency consolidation.
Enhancing its creative group
The firm also enhanced its creative catalyst group, which includes digital, analytics, video, and creative. David Richeson came on board last summer to serve as MD of digital strategies in the group, a newly created role, and Michelle Haska joined as associate creative director. Darren Bosik was named VP of data and analytics. Five SVPs left: Bronwyn Fenton, Andrea Fassacesia, Andrea McMahan, Kai MacMahon, and Marie-Sophie Lantin, the latter two departing after less than 18 months.
For years, Maher says measurement has "bedeviled the industry," which is why the firm now has a program in place on measuring sentiment. "Our tagline is Building Brand Relationships – so measuring sentiment makes sense," she adds.
The next step is figuring out how these measurements affect ROI. To do that, the firm will work with Omnicom experts already in this area, Maher says.