Omnicom Health Group has acquired digital agency Propeller, which specializes in marketing to HCPs, the group said Wednesday. Terms were not disclosed.

Propeller will continue as its own OHG agency brand and its leadership team will remain in their current roles. Founder and president Charlie Flax will report to Josh Prince, CEO of OHG’s professional group. 

With both agencies in growth mode, no layoffs were planned, the firms said. Propeller doubled its head count this past year, to about 100 employees as of January. 

The Propeller purchase comes on the heels of last year’s acquisition of Archbow, the market-access consultancy which OHG now houses under its Entrée Health network. Its latest buy is designed to bolster the digital-marketing expertise already residing among sibling OHG shops, many of whose billings are dominated by multichannel and/or omnichannel digital work. It will also allow Propeller to scale up to meet demand. 

Prince said the two organizations share some clients and that Propeller’s ability to activate digital programs at speed made it an appealing target. “They have a nice omnichannel practice, and that’s a different degree of maturation with many of our clients,” he said.

Prince added that he sees potential in layering Propeller’s omnichannel offering with Omni Heath, the health-centric data platform OHG launched last year, as well as partnering the firm with SSCG Media. OHG will park Propeller within its professional group, which includes SSCG and all of its professional and patient AORs. 

Propeller, whose clients include Novartis, Ethicon, DePuy Synthes and Janssen, grew revenue in 2020 by 20% to $8.4 million. That was up from $7 million the year prior, according to MM+M’s 2021 Agency 100

Flax said that most of Propeller’s growth in recent years has come from omnichannel digital work. With the pandemic forcing the pharma industry to speed up its digital transformation, that’s where much of the opportunity still lies. 

“Going from 50 to 100 employees last year showed me there’s potential that I wanted to make sure we all lived up to,” said Flax. “It’s more than growth in revenue and people. It’s taking those skills to the next level.”