For Juice Pharma Worldwide, 2019 was the year that plans, developed during the agency’s challenging 2017 and 2018, came to fruition. The agency’s revenue leveled off after previous declines — including a drop from $47 million in 2017 to $28 million in 2018 — and its new-business engine revved up, to the tune of four substantial wins.
Juice reported a 7% increase in revenue during 2019, to $30 million. And to hear founding partner Lynn Macrone tell it, the agency is optimistic that the momentum will carry over into the second half of 2020 and beyond.
“Over the last couple of years we’ve been coming out of a transformation — that’s what 2018 was about,” she explains. “So 2019 was about building momentum and optimization and taking it to the next level. It was a good year because some of the things that we put in place before 2019 really came through.”
Of the agency’s four client additions during 2019, found-ing partner Forrest King points to work from Biogen — which includes strategic, creative and digital components — as particularly gratifying. The other wins were assignments from Avanir, Menlo Therapeutics and Impel NeuroPharma.
Head count at the agency increased slightly, to 83 full-timers from the 80 it housed at the end of 2018. Senior-level hires included SVP Shawn Clarke, director of strategic planning Ruth Markowitz and director of medical and scientific strategy Melis Inan.
As Juice proceeded with its transformation, the agency confronted the challenge of evolving its staff along with it. That required making sure all employees were on board with the company’s new player/coach model.
“We’re trying to bring people back together so that there’s shared responsibility, shared knowledge and shared experience. We want to make sure, for example, that everybody in the agency understands how to plan a CRM program,” King says.
Macrone agrees, adding, “We realize that there is not one discipline that owns customer experience, for instance. We all own it and we all need to be accountable.”
The player/coach model was adopted once Juice began pitching against larger agencies and saw a need to differentiate itself. In theory, it should ensure that agency higher-ups are “on the field and leading at the same time,” King explains.
For her part, Macrone notes that the player/coach model “ensures that folks believe that they are accountable and that they’re leaders, and that we can bring this multidisciplinary team together to collaborate effectively.”
Heading into the second half of 2020 — amid unprecedented circumstances due to the coronavirus pandemic, both in the agency world and the larger one — Juice expects its turnaround to continue. Macrone and King note that, as in-person meetings and events are postponed or canceled, more clients are tapping into the firm’s digital capabilities.
“We’re still planning for brands and doing everything that we would normally be doing — but there’s been an increase in the need for non-personal virtual solutions because people can’t have that personal touch right now,” Macrone says. “We had a lot of the necessary solutions built in already, but they are really being amplified in this new normal.”
The best marketing we saw in 2019…
The Chantix Slow Turkey commercial. It takes the cold turkey metaphor to new heights in creativity and effectiveness, to get out the message that “slow turkey” with Chantix is the way to go to quit smoking. — Lynn Macrone
From the June 01, 2020 Issue of MM&M - Medical Marketing and Media
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June 08, 2020 at 03:00PM
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Agency 100 2020: Juice Pharma Worldwide - Agency 100 - MM&M - Medical Marketing and Media
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