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      When asked to assess the challenges Digitas Health stared down in 2023, EVP, head of growth and marketing Joseph Bailey references the “immense amount of change” it confronted.
      




      The change, in fact, included Bailey himself, who joined the agency from Omnicom Health Group. However, beyond that, Digitas Health embarked on a process that Bailey believes will lead to “the death of the buzzword innovation.”
      




      Let him explain. “We’re going back to the grassroots — the ground floor of it — which is that all innovation is rooted in imagination,” he says. “We’re figuring out how we can apply that to the complex health challenges that exist in the world and drive home results and growth for our clients.”
      




      If bottom-line revenue is the barometer, Digitas Health largely succeeded in that aim. Revenue grew to an MM+M-
      estimated $205 million in 2023, up 8% from an estimated $190 million in 2022. Staff size jumped from 693 at the end of 2022 to 720 at the end of 2023.
      




      Growth came from expanded relationships with roster mainstays Eli Lilly, Novartis, AbbVie and GSK, as well as a new engagement with Genentech. The company’s ophthalmology franchise had largely been serviced by other Publicis Groupe entities prior to 2023.
      




      Digitas Health creative sample
      




      “We’re the new folks in the room on that business, and we’re excited to help them think differently,” Bailey says. “A lot of the work we’re doing is in the patient services and CRM marketing optimization vein, and we’re proud we’re adding onto the power of the creative Publicis has already brought to the table.”
      




      Chief creative officer Brian Lefkowitz, for his part, points to the agency’s work for the nonprofit F Cancer, including the HPV Fucks Everybody campaign engineered in partnership with Publicis Health Media. The campaign encourages young people between the ages of 18 and 25 to receive an HPV vaccine as a preventive measure against cancer.
      




      “There’s a tremendous amount of spotlight on cancer, all the way up through the government and in clinical trials and innovation,” explains EVP, client services Karen Warth. “The relationship with F Cancer allowed us to create something that potentially benefits a huge amount of people. That’s passionate work.”
      




      Looking ahead to the rest of 2024, Lefkowitz highlights Publicis Groupe’s recent announcement that it will invest more than $320 million in AI over the next three years. He also notes an imminent leadership succession, with Lefkowitz set to become Digitas Health president and Warth chief client officer.
      




      In the wake of all the change — both behind and ahead — Lefkowitz is already thinking about how Digitas Health will reposition itself “for the world that we’re sitting in today, post-pandemic and in another election year.”
      




      “How do we become a brand that’s in service of our clients and helping cut through the clutter they’re seeing on screens?” he asks, before turning his gaze inward. “But we also want to ensure that, as we grow, we continue to foster that culture of belonging for people inside the organization.” 
      




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      Work we wish we did
      




      I love Airbnb’s latest campaign, which is a stunning example of how effective a simple approach can be. It takes an unabashed swipe at hotels and offers a clear benefit story that resonates with those seeking more from their accommodations. The delightfully animated vignettes captivate without complicating
      the story. — Lefkowitz
      




      Click to see Digitas Health’s Agency 100 2023 Profile.
      




      Click here to return to the MM+M Agency 100.