Lyons Lavey Nickel Swift is rebranding as “LyonHeart” under its proprietary creative-strategic process dubbed “Disruption.”

The “Disruption” process, conceived by Omnicom sibling TBWAWorld Health, will allow the revitalized agency to challenge conventions in an evolving healthcare market, LyonHeart executives said.

“Shrinking marketing teams and budgets, monumental sales expectations and increasingly competitive therapeutic categories necessitate that we approach marketing in provocative ways,” said Anne Devereux, CEO of LyonHeart and TBWAWorldHealth in a statement. “By turning TBWA’s award-winning Disruption process on ourselves, we’re walking the walk. We’ve developed processes for building brand superiority and driving profitability in a way that addresses the new realities of the marketplace, and we’re attracting talent that gets jazzed by thinking outside of traditional marketing parameters.”

LyonHeart said it has purchased space on outdoor kiosks outside of key clients’ and prospects’ offices in New York City, provided free papers wrapped in the launch story, placed client-directed magazine feature stories and sent viral emails to drive viewers to the agency’s Web site and explain its new mission.