THE MAGAZINE OF PHARMACEUTICAL BUSINESS AND MARKETING • MEDADNEWS.COM • ELECTRONICALLY REPRINTED FROM APRIL 2013 • VOLUME 32 NUMBER 4
AGENCY OF THE YEAR CATEGORY III
THE NAVICOR GROUP
Navicor marked the end of 2012 with high double-digit growth, the
realization of some significant short-term objectives, and its greatest
success to date. In all, the agency experienced 39 percent overall growth
in 2012, jumping from 48 employees to 73 by year-end.
CATEGORY III—AGENCIES WITH INCOME OF LESS THAN $25 MILLION
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nership with Aﬀymax andTakeda, the brand is
the first erythropoietin-stimulating agent to be
introduced in more than 20 years. As part of
the “Bringing Response to Life” campaign for
Seattle Genetics and its brand ADCETRIS,
the agency built a towering traffic builder of
an antibody-drug conjugate from more than
6,000 cans of food at the annual American So-
ciety of Hematology meeting. The idea was ini-
tially developed by Navicor, and the materials
were then donated to nonprofits at the conclu-
sion of the show. “It was an incredible win-win
while underscoring our benevolent nature as an
agency,” Querry says. “Our focus stayed true to
the message, not the medium. And with most
of our business going high-tech, it was fantastic
to draw so much attention for our client at a
Technology continued to play a ma-
jor role in Navicor’s growth in 2012.
“We’re ahead of the curve, as more than
two-thirds of our business is now digital
– with two of our three largest accounts
being digital,” says Marvin Bowe, execu-
tive creative director. “We realize that
even referring to projects as ‘digital’ will
soon fade, as that will be a core expecta-
tion by every client. We’re already seeing
this at almost every juncture. For exam-
ple, Navicor produced 17 sales aids for
iPads in just the past year alone. That’s
STRUCTURE AND SERVICES
For the ninth straight year, Navicor con-
tinued to add to staff. Recent hires in-
clude Phil Storer, the agency’s new VP/
digital strategist from sister agency GSW
Worldwide. Greg Niemczyk, senior VP/
director of client services from Chicago’s
AbelsonTaylor, co-leads the Affymax
and Takeda brand Omontys along with
Paul Weiss, new VP/creative director,
from Corbett Accel Healthcare Group.
Susan Yug, senior VP/account services, joined
from Euro RSCG and co-leads Millennium’s
VELCADE account along with Doug Bierl
and Wolf Gallwitz, Ph.D., who are both VP/
account directors who had held lead oncology
account positions at GSW Worldwide. Leading
the creative team on Millennium’s VELCADE
account is Donna Baker, who was recently pro-
moted from associate creative director to VP/
tum of consecutive successful years, the agency
never loses sight of its original commitment to
oncology. While its list of core clients expands,
significant new objectives have been developed
for the coming year and beyond. Most notable,
as a part of inVentiv Health Communications,
Navicor will soon be integrating the newly cre-
ated inVentiv Digital+Innovation group, as well
as partnering with Kazaam, inVentiv’s recently
acquired digital agency. “Through our ‘Done as
One’ model, Navicor will be able to offer our
clients a substantially larger ‘virtual’ community
of digital talent and expertise,” Bowe says. “Like
never before, we will be competing as a formi-
dable and global digital expert.”
Navicor considers active participation in phil-
anthropic efforts around oncology a major pri-
ority. The agency has had a nearly decade-long
relationship with The Leukemia & Lymphoma
Society. From chili cook-offs to annual Mardi
Gras events to “Navi-Q” barbecue events, it has
raised more than $54,000 to date for the cause.
“We eat well at our fund-raisers,” Querry says.
“But I’ve never been associated with a more giv-
ing, caring, and amazing group of individuals in
my entire career.” 0 MEDADNEWS
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Very few agencies began the way
The Navicor Group did. When Garnett
his personal commitment to create a positive
and lasting change in the oncology therapeutic
market. Now, nearly nine years later, this group
of more than 73 skilled and devoted individuals
has achieved tremendous success by transform-
ing oncology products into major brands. “And,
ultimately that helps transform patients into sur-
vivors,” says Dezember, Navicor’s founder and
president. By following this mission, Navicor
marked the end of 2012 with high double-digit
growth, the realization of some significant short-
term objectives, and its greatest success to date.
THE YEAR’S ACCOMPLISHMENTS
Although many agencies recognized growth,
2012 was truly an exceptional year for Navicor.
Dezember says while the agency’s expansion is
carefully planned, “we are definitely making
unprecedented progress in the oncology arena.”
In all, the agency experienced 39 percent overall
growth in 2012, jumping from 48 employees to
73 by year-end.
“Our new business wins were significant,
and many without a pitch,” says Dave Querry,
executive/managing director. “This tells us that
the Navicor name is not only becoming widely
recognized in oncology, but also that the many
relationships it has built with key individuals are
circling back in a very positive fashion.”
In 2012, Navicor expanded its business
with client Sigma-Tau to include work on
Oncaspar and DepoCyt, with OncoGenex
for work on OGX-427, and with Takeda for
the global launch of Omontys. New clients
added to Navicor’s roster include NanoString
for work on its global launch of Prosigna and
Teva Pharmaceuticals for work on its disease
education platform for Custirsen.
Campaign projects played a prominent role
with many of Navicor’s largest accounts. In Oc-
tober, following an expedited approval launch,
the agency launched the “Reducing the Bur-
den” campaign for Omontys. Produced in part-
AGENCY OF THE YEAR
Account wins 6
Active business clients 9
BRANDS BY 2012 SALES
Brand-product accounts held 8
$25 million or less 1
$25 million - $50 million 1
$50 million - $100 million 1
$100 million - $500 million 1
$500 million to $1 billion 1
Pharmaceuticals U.S.A., Inc.
Millennium: The Takeda
Seattle Genetics, Inc.
Sigma-Tau Pharmaceuticals, Inc.
SERVICES MIXSERVICES MIXSERVICES MIX
QUICK FACTSQUICK FACTSQUICK FACTS
CLIENT ROSTERCLIENT ROSTERCLIENT ROSTER
(left to right) Marvin Bowe, senior VP, executive creative director; LeAnn Duncan-Miller, VP, resource
management; Brent Bernstein, senior VP, account services; Carmella Abraham, M.D., VP, medical director;
Dave Querry, executive VP, managing director; Greg Niemczyk, senior VP, director of client services;
Rich D’Ginto, senior VP, creative director; Garnett Dezember, president.
“Living Proof” takes wonderful moments that make patients laugh, love, and live and conveys them in words
within the life lines of a beautiful, aging face.
“Bringing Response to Life,” through proper balance of emotion and science, uses this CT scan to show the ADCETRIS
response rate being fully realized.
Can you come in and teach us about multiple myeloma?
THE ONCOLOGY AGENCY
Is this what you expected when you sent the RFP?
You can expect more from Navicor. We know oncology. We understand
cancer better than any general health care agency. Howdoweknow?
Our folks are the ones receiving late-night recruiting calls from
At The Navicor Group, we specialize in just one area: oncology.
And for years, we’ve been helping to promote, maintain, and globally
launch some of the most successful brands in oncology. Our team
of oncology experts and medical specialists partner every day with
award-winning creative professionals to produce strategies and
tactics that help turn oncology products into important brands—
and patients with cancer into survivors.
So if you are looking for specialized knowledge and understanding
specific to oncology, you’re looking for The Navicor Group.
Contact Dave Querry @ 614.543.6466 | navicorgroup.com
7:31 PM Tuesday—Still searching for an oncology “consultant” for the pitch
5:47 PM Monday—Agency receives RFP