Consumer agency Hill Holliday is creating a new division to raise awareness of its decade-old healthcare practice. Hill Holliday Health will be the agency’s new branded health entity, designed to make clear what has long been known but left somewhat unsaid: HH works with some of the biggest brands in health and pharma, and has for more than a decade.
Hill Holliday Health will be led by managing director Scott Rabschnuk, a 17-year veteran of Hill Holliday, and David Leonardi, executive creative director, who has been with the firm since 2013 and has extensive experience with mass-market pharma brands such as cholesterol-lowerer Lipitor and heartburn drug Prevacid.
“We used to say we’re not a healthcare agency, we’re a consumer agency,” said Rabschnuk in an interview at the Boston-based agency’s New York City office. “We wanted to make clear that we brought our consumer expertise to bear on our healthcare work. But our competition for those clients was healthcare agencies. Creating Hill Holliday Health will allow us to make sure we’re recognized for the work we’ve been doing.”
Hill Holliday has represented CVS, Harvard Pilgrim Health Care, EmblemHealth, and Partners Healthcare, and was AOR for three of the top 20 DTC campaigns by 2017 media spend. The new Hill Holliday Health currently holds consumer AOR status for Xarelto and Invokana in Johnson & Johnson’s Janssen pharmaceutical division, as well as several consumer assignments at Novartis, specialty pharma company ALK, and Harvard Pilgrim Health Care.
Rabschnuk said he also hopes the new brand will make it clearer to industry talent that Hill Holliday is a good place to bring their skills. “A new hire recently told me, ‘I didn’t know you did healthcare,’” he said. “We sure do. With the creation of Hill Holliday Health, that’s now very clear.”