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TBWA\WorldHealth is speaking a new language. 

For years, it made disruption its mantra, but after revealing last year that it was leaning into delivering “health impact,” TBWA spent the past year putting that truly into practice.

TBWA changed its positioning as the Health Impact Company when chasing new business, how it speaks with clients and measures the success of its work.

“We now have a way that we can measure business impact and human impact, and why should those things be separate?” says TBWA\WorldHealth CEO Robin Shapiro. “Let’s bring them together into health impact.”

As part of the shift, TBWA has invested heavily in its data practice and strategy teams, a decision that clients have noticed. 

“In 2024, I was especially impressed by the agency’s growth in strategic thinking and proactive planning,” says Anand Gupte, global marketing leader, respiratory vaccines for Moderna.

Gupte’s colleague Jackie Messinger, U.S. head of marketing, respiratory for Moderna, says the caliber of TBWA’s account leads sets the agency apart, calling them “incredibly smart, strategic thinkers who consistently elevate the work.”

During a high-stakes product launch for Moderna, Messinger says TBWA showed up as an extension of her team. “They didn’t just deliver great work — they matched our intensity, shared our urgency and worked side by side with us to make the launch a success.”

With creative just a piece of the marketing puzzle, TBWA rolled out its strategic Impact tools to clients, which gives a framework for clients and the agency to follow to consider the brand, business and human impact of their work.

“They demonstrated a much deeper grasp of our strategic priorities and consistently brought forward-thinking solutions that aligned with our goals — often before I even had to ask,” says Messinger. “That level of proactive partnership made a meaningful difference.”

Aside from its investment into strategy, TBWA\WorldHealth and its fellow Omnicom agencies spun off production teams into one centralized entity, Omnicom Production. As a result, TBWA’s headcount dropped from 261 to 156 employees. Revenue slid from an MM+M-estimated $78 million in 2023 to an estimated $76 million last year.

One area that didn’t change at TBWA is its commitment to inclusion despite the current climate.

“We are not letting up with our goals around inclusion,” Shapiro says. As part of its Impact tools, the agency created an Inclusions Strategy framework. The agency has a strategist dedicated to making the work more inclusive. 

One example is focusing on improving the readability and user experience of the websites the agency builds and maintains for clients.

Another example is creating more inclusive tools to do more to ensure the right people get the right message at the right time. Shapiro says the agency is creating “engagement tools that lessen the gap between the physician and the consumer by creating discussion guides, training, learning and development tools.”

“We don’t feel that you have to choose between doing good and doing well,” Shapiro says. 

One insight from a consumer campaign to apply to medical marketing

Apple AirPods 4’s Someday featuring Pedro Pascal tapped into an intuitive insight, that the sense of sound is crucial to us as human beings. Pascal demonstrated how music lifts your spirits and how AirPods 4’s noise cancellation feature helps him to emotionally heal. Despite how highly regulated pharma is, we have an opportunity to amplify an immensely emotional benefit, that with music and sound, we can communicate more than we imagined. — Henry Mui, executive director of strategy

Click to see TBWA\WorldHealth’s Agency 100 2024 Profile.

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From the June 01, 2025 Issue of MM+M - Medical Marketing and Media