inVentiv's GSW launches health and wellness practice

Share this article:
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.
Share this article:
You must be a registered member of MMM to post a comment.

Next Article in Features

Email Newsletters


Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Features

Read the complete September 2014 Digital Edition

Read the complete September 2014 Digital Edition

Click the above link to access the complete Digital Edition of the August 2014 issue of MM&M, with all text, charts and pictures.

Medical marketing needs mainstream Mad Men

Medical marketing needs mainstream Mad Men

Agencies must generate emotional resonance with the target audience, not unlike Apple, Pepsi or Nike

Are discounts cutting out co-pays?

GSK's decision to cut Advair's price spurred some PBMs to put it back on formulary. Will drugmaker discounts diminish the need for loyalty programs? How can these programs stay relevant beyond giving co-pay assistance?