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Click here to view BGB Group’s All-Star Team activation.
Eighteen years after its founding, BGB Group finally dipped its toes in the acquisition pool in 2023. In September, it announced the purchase of Kx Advisor, fusing Kx’s commercial and strategic consulting chops with BGB’s own scientific consulting expertise.
Much of the rest of the year, then, was devoted to integrating the acquired organization into BGB. The “new” Kx Advisor offers clients a wider range of services, including franchise planning, pricing analysis and brand optimization.
According to BGB president Teresa Day, the deal represented a win-win. “We’ve been able to not only expand the original client roster for Kx, but also broaden some of the capabilities,” she explains.
BGB similarly invested in its market access and payer offering, hiring agency-world vet Lisa Bair to head up its specialist access offering Schema. The unit “provides a level of payer consulting that has been needed in the market,” Day notes. “We’ve seen a lot of client enthusiasm.”
The agency capped 2023 by rolling out an innovation and intelligence lab, tapping former 90North president and McCann Health exec Hilary Gentile to lead it.
By the time BGB closed the books on 2023, revenue had surged 14%, to $140 million from $123 million the previous year. Head count increased at a similar pace, with the company employing 425 full-timers at the start of 2023 and 450 at the end of it.
Other high-level hires included managing director, strategy Laura Morrison, who joined from Klick Health; EVP, applied intelligence Harry Sharman, from Evoke; and CFO Ken Lambe, from CorEvitas. In early June 2024, BGB added three more heavyweights: chief creative officer Chris Palmer, chief marketing officer Simon Hackett and EVP, managing director, applied innovation Annemarie Crivelli.
Work highlights included the creation of ADLi, an app for Eisai designed to assist people living with Alzheimer’s disease as well as their caregivers. Other roster mainstays include Bristol Myers Squibb, Affimed and Gilead Oncology.
Day expects continued growth from the innovation and intelligence lab, which is “diving headfirst into the AI space.” She reports that the BGB tech team is testing its first AI products with key clients and has several others in the works.
All are designed to “help us understand the data and more effectively model and predict behavior,” Day notes. “The goal is to use the information we have to drive effective decision-making.”
Day is similarly excited about BGB’s expanded global footprint, which has coincided with the growth of its consulting business. She points to the agency’s “strong base” in London as a natural starting point for European expansion, and believes the company will reach South America and Asia before too long.
Despite the growth, Day admits the year presented its share of organizational challenges, many related to integrating its acquisition and debuting its new offerings. “Anytime you are in growth mode, it can be challenging to keep the original business going smoothly,” she explains. “The challenge was juggling all of that and not letting any of the balls drop.”
Still, Day adds, the effort was more than worth it. “When I look at all the progress that we’ve made, I’m sort of astounded.”
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Work we wish we did
One of our favorite Super Bowl commercials was Chipotle’s Can A Burrito Save the World? The company created the ultimate manifesto video by connecting its products to deeper core values and a future-driven purpose. It was about more than words, as Chipotle donated $1 from every order to the National Young Farmers Coalition, which works to create positive change in our food system. — Day
