InVentiv's GSW is going after the consumer health and wellness market with an offshoot, dubbed The Well @GSW, aimed at OTC brands, consumer products and retail accounts.
“We're an agency that has been born within GSW to meet these new needs in the emerging market of health and wellness, spanning pharmaceuticals, consumer products and retail,” said managing director Scott Page.
The practice will service clients including Abbott Nutrition, Kraft Foods and Procter & Gamble with a starting staff of around 50. It will incorporate GSW's women's health specialty, The Pink Tank.
“Pink Tank has really operated a lot in the consumer/patient space, so it's a natural evolution,” said founding partner and chief creative/content officer Marcee Nelson, who also founded Pink Tank and has served as executive creative director of GSW's Columbus office. Nelson said the combination of Pink Tank's “gender intelligence” and the healthcare expertise of GSW make The Well's offering a unique one in the consumer health and wellness space.
The Well will be based, for the time being, in Columbus, though staff might be placed with clients or in satellite offices elsewhere, said Page.
In addition to Nelson and Page, the shop's leadership includes: founding partner and chief marketing officer Brian Heffernan, formerly of JWT; director of creative/innovation Jim Johnson, formerly of Grey; and director of strategic planning Gretchen Goffe, previously a principal partner at Pink Tank.
Heffernan said in a statement: “For pharmaceutical companies, consumer packaged goods, retail and government programs, we recognize that prevention and healthy behavior are a critical part of the new healthcare equation. The Well @GSW was created in part because we understand that in order to be effective, people need education, motivation and support beyond a doctor visit.”