It’s never been more critical for agencies to make a clear case for how their work benefits a client’s bottom line. In response to that need, Adam Cossman developed W2O’s return-on-marketing-investment model (ROMI). ROMI identifies the channels that are performing best for a brand, shows impact on script lift and provides benchmarks to measure campaign success year over year. Using the model, key clients at W2O have seen ROIs upward of 3-to-1 with their marketing spends. One client saw as many as 35,000 new patients on treatment, the company reports.

Cossman’s industry expertise spans 19 years. In 2008 he cofounded Sentient, which was acquired by W2O in December 2016. Before that, he held leadership roles at Ignite Health, where he led the agency’s East Coast expansion, and Temel, where he ran the agency and oversaw the creation of its ePharma marketing division.