When Carling Communications was acquired by the U.K.-based Fishawack Group back in 2017, it had no idea it would become the first in a series of additions that would ultimately include Agency 100 mainstays 2e and Dudnyk. But as Fishawack continues to add A-list assets, Carling finds itself presented with new and different cross-network opportunities.
“Every six months it’s been like Groundhog Day, in terms of bringing on a new group and what it means for us,” explains Carling president Sherri Wilkins. “It’s rebuilding relationships and getting to know people. There’s a push and pull between looking at what made you successful before and defining for those not in the equity pool, ‘What does this mean for our business?’”
Carling has embraced the roles of bridge-builder to the other agencies and identifier of complementary services across the Fishawack health portfolio. This is significant, Wilkins believes, because while anyone can produce a sales aid, marketers need agencies that can bring them global scale with the benefit of personal, localized service.
With an expanded network to tap for expertise, Carling is handling assignments that, a few years ago, might have gone elsewhere, something it hopes will help the agency through the current pandemic. What was once a 100% HCP-centric business is now split 50-50 between HCP and consumer engagement. Not surprisingly, revenue has surged amid the transition: Carling generated $16 million in 2019, up just less than 9% from $14.7 million in 2018.
“Influencer mapping, media planning, broadcast, patient journey building, social media strategy — these are the types of activities that, before, we would have been farming out,” Wilkins explains.
The firm’s more robust menu of offerings spurred a big win: Janssen’s multiple myeloma drug Darzalex. It represents the largest piece of business that Carling has won, whether individually or grouped with other Fishawack firms.
“We were able to take the mix of creative, digital, consulting and strategy that we had across our group and build a team that answers all of the client’s needs, versus the client having to go identify a digital partner and a consumer partner and more,” Wilkins says, adding that Carling did so without building “unnecessary layers into the business or on the rate card.”
Other new accounts include Ortho Dermatologics’ acne treatment Arazlo, antifungal Jublia and plaque psoriasis lotion Duobrii. It also added Allergan’s IBS drugs Linzess and Viberzi as well as Zenpep, which treats exocrine pancreatic insufficiency.
The agency expanded with two new roles: director, engagement strategy (filled by former Syneos Health exec Daniel Brackins) and head of integrated production (former Disney content director Mayra Houseknecht). Other personnel additions included Digitas Health alums Jerri Lynn Mitchell (VP, project management and business operations) and Kate Dettbarn (creative director); Razorfish vet Lisa McCloskey (VP, client services); and FCB Health exec Mo Jindani (VP, client services).
Overall, Carling grew staff size from 78 at the end of 2018 to 90 at the end of 2019.
The best marketing we saw in 2019…
Monster in the Dark, created by Neon for Novartis, features a woman lying in bed, gripping the sheets in pain, with “pain” manifested as an evil creature pressing on her back. It’s a truly outstanding — and gripping — concept execution directed at HCPs who probably don’t see a lot of ads such as this one. — Sherri Wilkins
From the June 01, 2020 Issue of MM+M - Medical Marketing and Media
