PHM leaders took to the stage at Digital Pharma East! This year’s event brought discussions such as “Path to Personal: How to Create Personalized HCP Outreach and Drive Impact” featuring PHM CEO Andrea Palmer, “Build Your Marketshare by Synchronizing DTC/HCP Efforts” featuring Kiersten Britton, SVP, Client Lead and “Unbreak the Internet for Pharma Marketers” featuring Jordan Galbraith, SVP, Programmatic.

Check out our takeaways from Day 1 and Day 2 of Digital Pharma East on LinkedIn.

For the latest news and updates, follow PHM on Instagram, LinkedIn and Facebook.

Questions? Thoughts? Ideas? Contact us.

Publicis Search Marketers and Googlers gathered this year for the tenth annual Healthcare Search Summit, a forum to share the latest innovations in Search and bring together teams across agencies to share best practices and address common challenges.

This forum began a decade ago as a collaboration between PHM and Google, expanding this year to encompass over 100 Search marketers across Publicis Groupe agencies including Collective, Zenith, Spark, Starcom, Heartbeat and Digitas.

PHM Paid Search team members Mike Rossi, Associate Director and Megan Kebless, Supervisor hosted an Inspiration Spark talk, sharing their insights on reimagining the holistic reporting process to focus efforts and drive more impactful conversations.

Erin Macri, Associate Director, Paid Search shared a personal story about how the power of Search improved her personal health journey.

Search marketers across Publicis Groupe agencies, including Ashley Weizer, Director, Paid Search at PHM, spoke on how Search shows up in a modern-day media strategy.

Thank you to our partners at Google and the PHM Paid Search team for making this event a success!

Connect with Pete on LinkedIn.

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Alison McConnell, Chief Marketing Officer, Publicis Health Media

In an environment rife with divisions, we hunger for reasons to come together. Over the past two weeks it was to witness athletic accomplishment as Olympians showcased their sharply honed excellence. Beyond their talents, though, it is also a joy to see these athletes’ personal stories further define their greatness. The followings and niche communities that crop up around the Olympics are great cultural anchors around which we harbor, across borders and differences, in shared awe. 

Countless moments during this year’s Olympics have resonated thanks to creative cultural acuity, and the volume turned way up with more content amplification than ever before. Across both athletic performances and personal storytelling, human stories shone bright and brand engagement with these stories garnered unprecedented attention.  

Learning about athletes’ lives outside the games has always been part of the Olympic experience. Through a new rule, athletes have been allowed to share their own stories to social media, giving us more visibility this year than ever before. The result? Wide-ranging fan demographics rallied around athletes, including those who may not have engaged with Olympic content had it been distributed on traditional video platforms alone. A personal favorite: Pommel Horse Guy Stephen Nedoroscik’s Instagram following increased 1200% between July 25 and August 1^st, lifting his perspective and persona as an athlete to the international stage. Brands took note, and memes about Nedoroscik cropped up across social platforms from those looking to tap into his relevance.   

Charmingly, Italian gymnast Giorgia Villa earned a Silver Medal while also inspiring a lot of us to eat more cheese (personally, I would love to be sponsored by a Dutch gruyere). This unexpected partnership broke through the noise to deliver significant earned media coverage in addition to delight from consumers. Brands who lean into joy always catch my eye. 

Beyond comedic gold, brands are also delivering value by driving social momentum – like Pampers’ partnership with Allyson Felix to create the first-ever Pampers Nursery in the Athletes Village. This brand relationship made a powerful statement, affirming that mother and athlete are not mutually exclusive identities — an especially poignant move on Felix’s part given her history with Nike cutting her pay by 70% during her pregnancy. (Thanks to Felix and other female athletes’ advocacy, Nike ultimately made changes to add maternity protections for sponsored athletes. Can you say women empowering women?)  

In this same vein, there is Instagram’s most followed rugby player Ilona Maher’s sponsorship by Secret deodorant. Since her popular 2022 Ted Talk, Ilona has been a strong advocate of greater respect for and inclusion of all bodies — no small feat in today’s landscape, especially in light of the media storm around the outfits female athletes are asked to wear. Secret sponsoring Ilona makes sense within both the context of the games — a lot of sweat is involved, after all — and in terms of multiplying the power of Secret’s brand by amplifying Ilona’s values. 

Another notable brand partnership with athletes was, ironically, completely void of any branding at all. The “Unsponsored Project” supported 35 emerging athletes during the 2024 U.S. Olympic Track and Field Trials by outfitting them in brandless, all-black uniforms. By supporting these athletes with free gear, Bandit is sparing these earlier career athletes a significant expense by empowering breakout stars to demonstrate their availability for “traditional” sponsorships by bigger brands (shoutout to flexible release clauses). This demonstration of values-driven marketing aptly and indisputably positions Bandit as a brand dedicated to showing up for athletes. 

And perhaps the most notable brand building? Surprisingly, not an athlete at all. Snoop Dogg was everywhere, amplifying his own personal brand of positivity and support. All he had to do to earn an all-around Gold was just show up and be his authentic, wonderful self. Bravo. 

The 2024 Olympics has set records in so many capacities, especially by way of connecting with viewers. It has really, truly been a joyful two weeks, amplified by all the strategic choices brands made to dive in and support incredible athletes while resonating with new audiences. Quite a win in my book. Until LA 2028! 

Connect with Alison on LinkedIn.

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Elyse Rettig, Chief Product Officer, Publicis Health Media

There is profound power in a well told story. And in health, where the stakes are high, well told stories can be harnessed to inspire consumers to take action.

When a consumer reads about Olivia Munn’s experience with breast cancer, they might think — I see myself in that story. But where to go next? Beyond the power of relating to someone’s healthcare journey, consumers also need medically sound information to enable better outcomes. We in healthcare media have a role to play.

According to a 2022 study published in the International Journal of Pharmaceutical and Healthcare Marketing, patient satisfaction can be greatly improved by relationship-oriented marketing powered by storytelling. By telling compelling human stories, the healthcare industry will be able to foster greater connections with patients, a difference-maker leading to potentially improved outcomes. 

While health influencer or editorial content succeed powerfully in elevating hope and engaging consumers, they often lack the medically-vetted, clinical information consumers need to make discerning decisions. In fact, most health-related content in digital spaces has not been medically verified; not to mention the complexity inherent in each individual’s patient journey. It is not the role of stories and inspiring editorial content to deliver such clinical data — such an addition could ring false or interrupt the important connection forged by narrative. Instead, as marketers, we should supplement these stories with adjacent clinical data to support consumer needs and motivate them to discuss such information with their physicians. 

In 2022 the World Health Organization (WHO) called for improved health-related content in mass media to counter the negative impact of health misinformation on public health. It is critical we in the media industry do our part to enact this recommendation. We can do this by placing clinical information into lifestyle spaces wherever health stories are being told. 

Because it’s not only that Olivia Munn’s OBGYN calculated her Breast Cancer Risk Assessment Score that is helpful to learn. It’s that there are resulting actions to be taken by readers — namely, scheduling conversations with their doctors to understand their own risk — so those who identify with Olivia’s story can also come to identify with the fact she pursued treatment and experienced a positive health outcome thanks to these actions. The value in sharing healthcare stories lies beyond the healing power of relatability. It lies in how storytelling can contribute to many more improved health outcomes. 

Well told stories trigger a dopamine release, engaging the motor and sensory cortices, and the frontal cortex of our brains all at once, improving our memory. According to a 2019 study presented in the Journal of Neuroscience, “Dopaminergic Enhancement of Association Memory,” this is why we’re more likely to remember a fact if it’s conveyed within a good story. In the media landscape, we can do our part to ensure factual medical information — vetted by clinicians — is shared alongside health lifestyle content to further bolster the efficacy of powerful storytelling. We can help ensure that memorable medical storytelling comes with credible medical information and treatment options people may then discuss openly with their doctors. 

We need storytelling to help us through challenging times, in particular a difficult health diagnosis. As health marketers we need to be mindful of how powerfully storytelling improves content engagement. Because in our field, improved content engagement can drive more resulting engagement with healthcare providers, ultimately improving patient outcomes. 

Connect with Elyse on LinkedIn.

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Ashley Couch, Associate Director, Programmatic

At PHM, our roles and reasons for being here are many. We’ve asked people to answer a few questions, letting us know a few of the things that make them unique, what they like best about PHM and of course, why they’ve chosen health.

What is the best thing about working at PHM?

The best part about working at PHM is the friendships I have made along the way! I look forward to coming into the office and seeing not just my kind coworkers, but close friends and that is something I do not take for granted.

If you could visit another PHM Office (Philly, NYC, CHI, LA) which would you like to visit most, and why?

I have a special place in my heart for the NYC office, but I’d love to see Philly! I’ve never been to Philadelphia, and I’d love to experience the historic city and meet some familiar faces that I’ve been working with virtually.

What strange food combination do you enjoy?

Popcorn and Old Bay seasoning – definitely takes “savory” up a notch!

How do you make health and wellness part of your life?

Both physical and mental health are priorities for me. I’m a strong supporter of going to therapy which has helped me immensely in the past several years (shockingly a global pandemic isn’t good for mental wellbeing.) Additionally, I enjoy the feeling of accomplishment that comes with running. I’ve been able to run several Chicago races, big and small (and even with coworkers – shout out Monica Gerber!) that I look forward to every Spring and Fall.

What non-work-related skill would you most like to learn?

 A pull up! It was my new year’s resolution…don’t ask how it’s going.

If you could choose one superpower, what would you choose?

Definitely teleportation! There are so many places I’d love to visit and being able to see my family instantly would be the best superpower I could ask for.

Why did you choose health?

Health chose me! Although I didn’t specifically seek out the healthcare industry, I was excited to challenge myself with a new and unfamiliar vertical. The healthcare nuances are no joke! Since I joined, I’ve had the opportunity to witness the launch of new products and see their initial media-driven scripts, which has been wild to see. Over the last year, I’ve been involved in various campaigns, including initiatives aimed at recruiting participants for clinical trials. This type of activation has been the most fulfilling, as it is amazing to see our work help people improve their health.

Connect with Ashley on LinkedIn.

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At the 2024 Cannes Lions International Festival of Creativity, PHM Chief Marketing Officer Alison McConnell sat down with Stephanie Paterik, Editor-In-Chief, The Current for a discussion on emerging industry trends, including the impact of AI and the importance of bringing humanity back to advertising.

Watch the full conversation here.

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Questions? Thoughts? Ideas? Contact us.

This summer, PHM welcomed interns from across the country to join teams based in our Philadelphia, New York and Chicago offices. These interns brought fresh perspectives and a passion for health to their roles at PHM, making impactful contributions to teams across capabilities.

This National Intern Day, we’ve interviewed the Summer 2024 cohort to learn more about their time at PHM.

What is your favorite thing about interning at PHM?

Lucia Dijoseph, Programmatic Intern, PHL

“The best thing about interning at PHM is my team! They have made navigating my first internship seamless. The environment has been welcoming and the emphasis on teaching from my supervisors has made me enjoy what I am doing.”

Caroline Daly, Business Intelligence Intern, PHL

“The most amazing part about interning at PHM has been the endless learning experiences and the opportunity to form connections across the agency!”

Elena Granda, Paid Search Intern, PHL

“The ability to take my knowledge from school and apply it to different platforms and media technologies that shape the ever-changing media environment. I now have hands-on experience and understand how solutions are developed in the health media industry, and I have really enjoyed it!”

Nick Digiesi, Paid Social Intern, NYC

“One of my favorite things about interning at PHM is the coffee stands in the NYC office. The ability to chat with coworkers while grabbing a coffee has made the internship experience more welcoming and exciting.”

Rosamelia Sanchez Lara, Paid Search Intern, PHL

“My team’s efforts to help me learn as much as possible about the world of paid search advertising has been the highlight of my internship! I’ve felt very welcomed by everyone who I’ve encountered so far, and working with them makes me look forward to continuing learning about this industry.”   

What surprised you most about interning at PHM?

Elena Granda, Paid Search Intern, PHL

“The biggest takeaway for me was the positive work/life balance that seems to be the norm for PHM employees. The atmosphere in the office is easygoing and communicative, and people seem to genuinely enjoy coming to work. My transition into my team and the office culture here at PHM subverted a lot of the expectations I previously had about the corporate world as a university student, and I am grateful for that.”

Nick Digiesi, Paid Social Intern, NYC

“The most surprising thing about interning at PHM is how easy it is to work with each team. The coordination is very impressive and allows us to provide our clients with the best possible solutions.”

How do you prioritize your mental and physical health in your daily life?    

Nicolette LaHood, Partner Direct Intern, CHI

“I enjoy going for daily walks. The Chicago office is across the street from the riverwalk, so I love walking along the river and taking advantage of the nice weather!”

Rosamelia Sanchez Lara, Paid Search Intern, PHL

“I like to prioritize my sleep. By waking up early, I can have a few hours to myself before work, which I use to exercise, read, and do anything that brings me joy.”

Janiah Twiggs, Talent Acquisition Intern, PHL

“I like finding the little things that make me happy, such as using my favorite skincare products, listening to music, creating content, and sitting in the sun.”

Why did you choose health?

Caroline Daly, Business Intelligence Intern, PHL

“This industry is extremely dynamic and always evolving. Being in health allows me to constantly learn and never be bored.”

Fran Leuzzi, Marketing and Communications Intern, CHI

“I wanted to be a part of a community that truly values and prioritizes authenticity in their client work. Health affects everybody at some point in their life, so it is rewarding to be in an industry that touches all different kinds of people on a deeper level.”

Nicolette Lahood, Partner Direct Intern, CHI

“It gives me the opportunity to make a positive impact in the lives of many different people. By creating a positive healthcare experience, I can increase awareness and prompt people to have hard conversations.”

Silvana Gomez, Strategy Intern, NYC   

“The industry is incredibly diverse and provides significant impacts which makes me endlessly intrigued by the healthcare market.”

What is the most valuable thing you’ve learned while interning at PHM?  

Lucia Dijoseph, Programmatic Intern, PHL

“The most valuable thing I have learned while interning at PHM is to be open to learning new things. As a psychology major, programmatic advertising was never something I thought to pursue. However, by being open to this experience, I’ve learned more about the world of advertising and made valuable connections!”

Nick Digiesi, Paid Social Intern, NYC

“The importance of communication is a huge take away for me! Even a ‘good morning’ to the person next to you can go a long way. I have found that communication not only grows networks, but also helps teams run smoother and more effectively.”

Fran Leuzzi, Marketing and Communications Intern, CHI

“PHM has made me value the importance of networking more than ever! Having the ability to meet with professionals in the industry throughout my internship has not only expanded my network but also allowed me to explore different capabilities and gain valuable advice and insights.”

Janiah Twiggs, Talent Acquisition Intern, PHL

“The most valuable thing that I learned at PHM is that we are all humans who want to enjoy life and explore new opportunities. At PHM, there is a drive for growth and learning more every day. Ask questions, make connections and build your professional profile.”

As we celebrate National Intern Day, the diverse voices and experiences shared by our interns from Philadelphia, New York, and Chicago remind us of the invaluable contributions they’ve made and the bright futures ahead. Thank you to our interns for their dedication and hard work!

In January 2023, PHM launched its first ever Entertainment and Content Marketing Practice, enabling the development of industry-leading entertainment marketing programs on behalf of our clients. This practice takes a disruptive new approach to health media, grounded in telling stories that resonate deeply with audiences and providing opportunities for brands to add value for consumers.

From PHM’s Head of Content, Jeff Fischer, here’s an inside look at this one-of-a-kind practice and how PHM’s spirit of reimagination is exemplified in ViiV Healthcare’s recent partnership with RuPaul’s Drag Race.

The modern consumer is savvier than ever. They expect targeted and relevant experiences delivered across mediums, nowhere better reflected than within advertising. Targeted advertising that rings false, heavy handed, or overly repetitive not only turns off a consumer, it can become meme worthy. They expect more from their products. They expect more from their entertainment. And they certainly expect more from their advertising.

Furthermore, as health marketers, we know that patients don’t think about themselves through the lens of their condition—instead, their condition exists within the complexity of their own lives and myriad intersectional identities.

In an increasingly crowded marketplace powered by sophisticated consumers, we have to speak to audiences authentically, with respect for their lived experiences adjacent to their health conditions.  With these ideals in mind, the Entertainment and Content Marketing Practice at PHM was born.

Building a Content Practice

Building on a decades-long foundation of innovative entertainment and content marketing at Publicis Groupe and PHM’s legacy as first-movers in the marketplace, we embarked on a first in pharma—a dedicated Entertainment and Content Marketing practice with a mission to make healthcare media more innovative, more impactful and better able to make cultural connections with consumers.

As marketers looking for new ways to engage, we allow brands to extend their value beyond traditional advertising through experiences relevant to consumer interests. We[JF1]  do this by supporting communities through content in a way that establishes meaningful, personal connections while also being emotionally engaging, giving consumers value in exchange for their time.

Traditional advertising is an important component of every media plan, but, by its very nature, it is inherently disruptive to consumers. We seek to create experiences that consumers choose to opt into because it is something they would have sought out regardless, and a brand just so happens to be the mechanism through which it was brought to life.

Our Role in a Media Strategy

The Entertainment and Content Marketing Practice is an embedded function at PHM. We work in tandem with other capabilities at the organization to create integrated strategies that complement the work our clients are already doing.

Traditional media plans clearly define the role of Digital, Television, Out-of-Home, etc. within a campaign and we do the same for Entertainment and Content. We sit with our Strategy and Investment teammates as they build out client strategies, and we apply the same level of articulation and development to this channel as we do to every component of a strong, strategic plan. From a Creative standpoint, we need to speak in a similar tone and with the same nuance as the client’s branded advertising already does. All of the work we do is in service of complementing and amplifying the brand’s core messaging.

The Proof: RuPaul’s Drag Race Season 16 and ViiV Healthcare

This approach was exemplified in PrEPare for the RuVolution, our recent campaign on behalf of ViiV Healthcare and in partnership with Paramount Advertising.

To launch “the most unpharma pharma campaign” in history, we created a holistic alignment between ViiV Healthcare, the only pharmaceutical company 100% dedicated to people affected by HIV and AIDS, and RPDR’s Season 16 universe. ViiV’s long-acting injectable PrEP drug APRETUDE served as the inspiration for the “get prepped” thematic that was woven throughout integrated campaign programming, including lead-in content such as “Glam Slam” (a pre-show competition), the beloved “RuVeal” contestant livestream, and a TikTok countdown to deliver fan excitement. RPDR celebrities and press received press mailer boxes containing exclusive merch and messaging inviting them to a massive Drag Fashion Show — the largest premiere event in franchise herstory. In season, the miniseries Whatcha PrEPin’ hosted by resident judge Michelle Visage offered unique value add to viewers while integrating the important message of PrEP options available. In a complex category such as PrEP, RPDR served as a powerful megaphone to connect with communities by aligning with radically joyful, queer content experiences starring our favorite Queens to encourage those who could benefit from HIV prevention to “Get Prepped.”

Thanks to this truly “RuVolutionary” campaign, we engaged millions of viewers within the best rated season in over a decade. Every aspect of the campaign’s creative execution was planned with the purpose of adding real, felt value for RPDR audiences while raising awareness of HIV prevention and PrEP. This campaign garnered over 226 million impressions on social, with engagement through the roof for the target audience.. The continued relevance of this show among our target audience combined with never-before-seen content created a platform for ViiV Healthcare to share lifesaving, medically accurate information directly to those who need it most.

This is the type of work that exemplifies the Entertainment and Content practice—culturally relevant, impactful, noteworthy work. We enable our clients to speak to the core of their target audiences and with every campaign, we push the boundaries of what health marketers can do.

Connect with Jeff on LinkedIn.

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As part of Ad Age’s summer trends report, PHM President Andrea Palmer spoke on the growing influence of female athletes, demonstrated by an 186% increase in NIL deals for women’s college basketball athletes this year.

This increase introduces a new influencer class to the mainstream and gives brands a newfound opportunity to collaborate with these athletes.

Read more in Ad Age here.

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At this year’s Cannes Lions International Festival of Creativity, PHM President Andrea Palmer joined industry leaders for a thoughtful discussion on the future of omnichannel for health.

Moderated by Steve Madden, Editor-in-Chief, MM+M, this roundable touched on the complexities of applying omnichannel strategies to health audiences and how brands can create value for consumers.

Head to MM+M for takeaways from this discussion.

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“[PHM President Andrea] Palmer also believes that PHM goes about its business differently than other agencies in the space. ‘Our mission has always been to bring creativity into the brand — to bring the brand into the culture and to bring the human side of health into the media ecosystem,’ she continues. ‘When you do all that well, it’s incredibly meaningful to the community.’”

PHM has been named as one of MM+M’s Agency 100, representing the top 100 agencies in health marketing. This honor builds on more than a decade of innovative thinking, strategic planning and #PharmaFirsts—all driving towards the goal of reimagining the health experience.

Read more on how we’re cultivating this culture of innovation in MM+M.

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Advertising holds the power to change narratives and shape communities. For Jenn Renoe, Director, Partner Direct at PHM, advertising is an artistic pursuit that can illuminate the experiences of the audiences we speak to, including and especially the LGBTQIA+ community.

Read more in Ad Age on how Jenn’s experiences navigating the world as a transgender woman has informed the work she does each day.

For the latest news and updates, follow PHM on Instagram, LinkedIn and Facebook.

Questions? Thoughts? Ideas? Contact us.

Jaime Morelli, SVP, Client Lead joined our partners at GoodRx for a panel discussion on the state of women’s health and how marketers can’t rely on standard marketing strategies when speaking to women.

Read more on the conversation in MM+M.

For the latest news and updates, follow PHM on Instagram, LinkedIn and Facebook.

Questions? Thoughts? Ideas? Contact us.

Daniela (Dani) Radhaykissoon, Supervisor, Strategy

At PHM, our roles and reasons for being here are many. We’ve asked people to answer a few questions, letting us know a few of the things that make them unique, what they like best about PHM and of course, why they’ve chosen health.

What is the best thing about working at PHM?

The best thing about working at PHM is that no matter the challenge, we always make it happen! This is due to the unmatched talent on our teams, cross-capability collaboration and innovation, and the eagerness to see our meaningful work disrupt the norm.  

If you could visit another PHM Office (Philly, NYC, CHI, LA) which would you like to visit most, and why? 

Although I’d love to see my coworkers in the Chicago & Philly office (shout out to you all!), I haven’t spent a lot of time on the West Coast and Los Angeles feels like a fresh setting. Also, the food and weather are incredible so that’s a plus! 

How do you make health and wellness part of your life?

I focus on taking time to make homecooked meals using quality ingredients, stretching while binge-watching my favorite shows, and reflecting on my day by jotting down some positive notes or even think on areas of improvement.

What are two things on your bucket list? 

One of the top things on my list is visiting Japan. To me, Japan feels otherworldly and two of my favorite foods are ramen and sushi, so even more enticing to experience the most authentic versions of the two. Another goal of mine is mastering a second language. I’ve never been able to fully commit and continue my practice for any of the languages I’ve started so I’d love to learn. It would definitely come in handy one day. 

What is your favorite podcast/current podcast obsession? 

I’m an avid listener of all things true crime, and I’ve been tuning into the Crime Junkie podcast every Monday. These podcasters tell such a compelling story and use their platform to advocate for awareness and justice for cases that don’t get much media coverage. They also spotlight organizations and support groups for their incredible impact on cases and offer resources on what to do if you find yourself in a similar situation. 

What is your favorite restaurant and why?

Any time I’m in Williamsburg, I usually end up at Surf Bar with a tiki drink in hand! When you step into the restaurant, you’re greeted with sand-covered floors, surf décor, and a cool outdoor space to make you feel like you’re far away from city life. You can’t go wrong with anything on the menu, but my recommendations are the mussels, mahi mahi burger, ahi tuna poke and ceviche. Check it out if you’re ever in town, it’s one of those spots you’ll remember for a lifetime.

Why did you choose health?

Being raised by older parents with varying health conditions opened my eyes at a young age to not only the importance of health but also the fragility of health. This pushed me to be a vocal advocate during their appointments, deciphering treatment options and monitoring their lifestyle to ensure appropriate next steps. By witnessing the struggles of our healthcare system and the patient journey, these factors have fueled me to want to impact this category beyond just my immediate family. That’s why I’m here. 

Connect with Dani on LinkedIn.

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Publicis Health Media (PHM) and Digitas Health teamed up with F*ck Cancer, a non-profit advocacy group dedicated to the prevention of cancer, on a multi-platform awareness campaign to educate young people on the importance of human papillomavirus (HPV) vaccination. Part of PHM’s #PHMLove for Good social impact initiative, Publicis Health Media and Digitas Health partnered to bring awareness to the impacts of HPV through HPV F*cks Everybody.

We sat down with the minds behind the campaign—Tyler Nall, GVP, Platform Strategy at PHM, Gary Wentz, SVP, Group Creative Director and Meredith Gardner, VP, Group Creative Director at Digitas Health to get a behind-the-scenes look on this disruptive new work.

Gary and Meredith—how did HPV F’s Everybody come about as a creative idea and what inspired the final look?

Meredith Gardner: We opened an agency-wide creative brief that sparked concept exploration, and this idea rose quickly due to its bold and inclusive nature. A small team of creatives presented the initial idea that really centered the brief’s goal of reaching a Gen Z market. As a generation that doesn’t discriminate, it’s important to recognize that HPV doesn’t either. Gen Z also has immense power to make change in the world and could be the generation who — through vaccination — makes the biggest impact on HPV rates in the future.

Gary Wentz: The campaign was designed to complement F*ck Cancer’s branding but with a bold PSA-esque twist that evokes a “music festival” vibe to help the messages and imagery stand out. We aimed to capture the vibrancy, diversity and authenticity of our audience.

Tyler, what foundational ideas inspired the media strategy for the campaign?

Tyler Nall: The worst part about HPV was also—to us—the most freeing. It affects everyone. Per the CDC, “nearly everyone will get HPV at some point in their lives.” While the campaign focuses on reaching men 18-26, this reality also gave us the latitude to focus on everyone, further widening our reach and giving us the opportunity to work with partners we may not normally interact with. We joked that HPV doesn’t care about brand safety so neither should we. This philosophy allowed us to spread this message far and wide.

How did we identify which channels to prioritize?

TN: There were two components that drove our thought process on which channels and partners we would target for this campaign: data and mindset. On the data front, we looked at what media vehicles were driving the greatest reach to our demo. As it pertains to mindset, we thought about where a message of about protecting yourself and your partner would be the most appreciated. We decided it was dating apps and porn sites. 

To be clear, our partnerships are the only reason this campaign was able to come to life. This campaign was done entirely pro-bono, so everyone donated their time and media impressions to get this out into the world. We are fortunate to be surrounded by people and brands that shared our desire to think about stopping the spread of HPV differently. We started working with our media publisher and platform partners early in the process and asked for feedback on how (and if) the concepts we were developing would resonate with their audiences. This allowed us to make sure we could have the widest reach possible.

We saw HPV F’s Everybody on social platforms, out-of-home on college campuses and in malls, and across so many digital platforms. How did you think about making the campaign come alive in these different environments?

GW: F Cancer takes a no bullshit approach to their communication, which we felt was important to embrace to drive the authenticity of this campaign. This extended to our approach to HPV education on the campaign landing page as well as messaging across channels. Each asset was intentionally crafted to suit its placement — from endemic and lifestyle sites, on-campus, audio streaming platforms to social and out-of-home. Regardless of when or where the campaign was experienced by our audience, the goal remained the same: create the quickest path to vaccination.

HPV F’s Everybody even made it to one of the biggest stages in the country—Times Square. Tyler, can you talk us through how we made this activation happen?

TN: We felt that a Times Square placement was critical to this campaign. By bringing this message to a highly-visible platform, we were able to thrust the campaign into the cultural conversation and show that we aren’t afraid of talking about this topic publicly and broadly. We knew it wouldn’t be easy to pull off, so we reached out to our partners—and with some creative thinking and partnership from Clear Channel Outdoor, we were finally able to bring this high-impact placement to life. The placement then ran for 10 days in Times Square at Broadway and 47^th Street, across from the iconic TKTS booth where hundreds of people gather each day. Seeing the campaign shine in the middle of one of the busiest streets in the country was definitely a highlight!

What was most enjoyable/interesting about working on this campaign?

TN: It was refreshing to work on a campaign with fewer restrictions (coming from my day-to-day in the traditional health space). I originally got into the advertising industry to make compelling, thought-provoking work that hits you in the chest. This gave us such a cool opportunity to do great work for a great cause.

MG: HPV isn’t a new problem, but as an organization, F Cancer was poised to take it on from a different perspective. Instead of replicating things that have been tried in the past, they were willing to go 100% at a younger generation — one that’s newly in charge of their health and motivated by positive change for the common good.

What surprised you the most about working on this campaign?

GW: The commitment to “extra credit time” is always amazing to watch. So many people across Publicis came together for this project because they saw its importance to public health. We know we’re surrounded by talented, hard-working people, but when you see this level of “above and beyond,” it’s truly inspiring.

TN: How quickly the marketplace jumped to action. It was amazing to see so many brands energized to support the cause and message. Truly thankful for them and their partnership. 

At Publicis, we often talk about the Power of One. As a collaboration between DH & PHM, this partnership represents The Power of One—how do you think this mentality showed up while working on this campaign?

TN: It was truly a collaborative process from day one. Our teams were fully integrated throughout – reviewing the landscape together, developing messaging strategies, determining appropriate media channels and how messages fit best within those—the list goes on and on. This felt like one team, not just partners from related agencies.

MG: Sometimes, creative and media find themselves very disconnected by goals, budgets, KPIs, or parameters of success. All of which can lead to missed opportunities to maximize the power that collaboration can bring. For this campaign, DH and PHM were connected every step of the way, enabling us to make quick decisions and meet all placement goals as donated media opportunities continued to roll in. This partnership was essential to the launch and success of this campaign and is a living case study of how strong creative and media can be together.

For the latest news and updates, follow PHM on Instagram, LinkedIn and Facebook.

Questions? Thoughts? Ideas? Contact us.

At PHM, we re-imagine media for health and wellness everyday—but how does that play out in the day to day lives of our talent?

Team Spotlight highlights a different team each month, detailing not only the work they do, but how they contribute to PHM’s unique culture.

This month: Marketing, through the lens of Nika Chugh, Manager, Marketing & Communications in conversation with Richie Pickwell, Senior Designer.

Take a peek behind PHM’s brand—our visual identity, social media, or even the market-defining PHM HealthFront — with PHM’s Marketing team! Responsible for all of PHM’s marketing, communications, business development and programming initiatives, our team ensures that PHM’s brand is represented through our many channels while elevating our reputation externally.

As for Richie and me, we partner on our owned elements—such as our social media presence and visual branding of the PHM HealthFront. Richie also collaborates with our teammates on new business, while I work closely on our internal communications. We interface with team leadership to concept, strategize and execute on the agency’s priorities, all laddering up to driving PHM’s growth in the marketplace.

Richie and I sat down to discuss more on what it means to be part of PHM’s Marketing team and our unique roles within it.

Nika: You and I work in tandem to execute on many content and design initiatives. In my role, I develop content strategies for PHM’s owned channels, such as our blog, social media and other internal channels, positioning PHM as a leader in the marketplace and an employer of choice. How do you view your role and your approach as it comes to PHM’s brand?

Richie: In my role as Senior Designer, I make sure all branded materials fit seamlessly into PHM’s visual identity and brand guidelines. This applies to projects as complex as a new business pitch, or as simple as how a logo is positioned on the website. In my work, I always try to take a user-first approach. To me, effective design is accessible and easy for a user to understand.

N: Due to the dynamic nature of our work, the projects we focus on often change, depending on the needs of the business. For example, leading up to the annual PHM HealthFront, our team is heads down in planning, designing and executing the event. Our day-to-day can vary broadly, but for me, it usually consists of managing our owned channels and preparing for what’s next on our content calendar. This can mean writing copy for social, coordinating with blog contributors or brainstorming new ideas. I also focus on making sure we’re tracking against any other deliverables, like an upcoming awards submission.

R: I usually focus on designing documents to ensure our branding is applied consistently to core IP for clients and partners, such as CES or HealthFront takeaway documents, and I help brainstorm how PHM’s visual branding can evolve as needed to meet our goals. We are always iterating, and our website is a great example of that. At the end of 2022, we redesigned the website from top to bottom, and I am proud of how we reimagined the visual identity and UX design with this iteration. The process was very collaborative—many different parties were involved between the Marketing team, the dev team, SEO and executive leadership—and I believe we delivered a final product that incorporated the feedback of people who are experts in their respective fields.

N: That kind of evolution gives us the opportunity to get really creative on interesting projects, like our recent #PHMLove partnership with F Cancer, “HPV F’s Everybody”. I served as project manager on the initiative and had the opportunity to work with really insightful, smart people at both PHM and Digitas Health (one of our Publicis sister agencies), all in the pursuit of a worthwhile cause. Because of this project, I learned so much about how to get a campaign of this scale off the ground.

Being on this team has allowed us to think creatively and try new things, all while being immersed in the dynamic, ever-changing landscape of health media and the welcoming culture of PHM. So next time you’re scrolling through PHM’s Instagram, reading about the insightful content coming out of HealthFront or celebrating a new business win—I hope you’ll think of us or reach out if you’re ever interested in contributing to our brand.

Connect with Nika and Richie on LinkedIn.

For the latest news and updates, follow PHM on Instagram, LinkedIn, and Facebook.

Questions? Thoughts? Ideas? Contact us.