W2O's Twist hires new president

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Mary Corcoran was most recently chief operating officer of Edelman New York, where she launched the firm's digital health practice area.

W2O Group has appointed Mary Corcoran as the new president of Twist, the network's second largest agency after WCG. She reports to Jennifer Gottlieb, chief client service officer of W2O. The move is effective this Monday.

Corcoran was most recently chief operating officer of Edelman New York, where she launched the firm's digital health practice area and worked with clients in the realms of pharma, insurance, medical devices, and biosciences. She replaces Annalise Coady, who will now focus on the EMEA region as president of W2O EMEA, based in London.

See also: W2O Group | 2017

“I have seen the firm make some smart bets in health technology to drive business results, particularly in analytics,” said Corcoran. “W2O is the leader in the field of analytics and data, and that's almost the most important thing moving forward into the industry.”

Corcoran said she hopes to help clients solve business problems by bringing together the a range of marketing techniques, including analytics, creative, digital, media, and social.

“People — our stakeholders, KOLs, HCPs — get their information the same way. They go to Google, social networks, and trusted media,” Corcoran explained. “It's about having a combination of paid SEO and smart content strategy to win the organic search model. Your content strategy has to be complex enough to be findable in search.”

See also: W2O Group acquires Sentient Interactive

She added that consumers must receive the right messages when they need them, which demands that agencies must avail themselves of all available content-marketing tools  to meet them where they are.

“One of my goals is to infuse even more of a creative culture in the business, but one that aligns creativity to business results,” said Corcoran. “In addition, I want to make sure we retain and recruit all of the right talent to enable optimized solutions for our clients.”

Twist's client roster includes Sanofi, Roche, Merck, and Bayer.

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