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      Neon president Mardene Miller believes that some of the worthiest healthcare marketing efforts are all about helping people in need and not expecting anything in return. But even she was taken slightly aback by the impact of Code Red, a covert campaign to help women who are victims of domestic or partner abuse.
      




      For Code Red, Neon partnered with DomesticShelters.org and Aunt Flow, a maker of feminine hygiene products, to place hidden messages inside packages of menstrual products that were distributed in public bathrooms and women’s shelters throughout the country. The products discreetly provided phone numbers, web-based resources and other information to women who might be trapped in abusive relationships. Miller estimates that the effort reached some 6,000 women.
      




      “The thing about that campaign is that you haven’t heard of it — and that’s the point. We needed to keep it on the down-low,” Miller notes. “If we did a big media push to give ourselves self-adulation, then everybody including the abusers would know about this.”
      




      Code Red helped Neon sweep up at industry award shows — including the MM+M Awards, where it claimed the top prize in the Health Equity and Social Awareness Campaign category. It also allowed the agency to flex its creative muscles in an unexpected way.
      




      “We still work in a very highly regulated industry, so there are limits. But when we’re doing this pro bono work, the handcuffs are off and the creative team gets to show off its brilliance,” Miller continues.
      




      Neon creative sample
      




      2023 proved a major growth year for Neon. The company jumped its head count from 328 full-timers in January to 379 at the end of December. Among the key additions were VP, director experience design Zackary Webb, who joined the company in February 2023 and was charged with growing a team of product designers and UX architects.
      




      “Our creative department is now fully integrated with experience design, so it shows that we believe that the customer experience is at the center of everything that we do,” Miller says.
      




      Neon also enjoyed considerable revenue growth in 2023, to an MM+M-estimated $90 million. That represents a 36% spike over 2022’s estimated take of $66 million.
      




      Miller attributes much of the growth to 10 new AOR engagements, two each with Pfizer and UroGen Pharma and one from Sanofi, Novartis, Savara, Neurotech, Novavax and Prothena. She touts the latter firm’s work on investigational therapeutic medicines designed to treat Alzheimer’s disease.
      




      Looking to the future, EVP, managing director and executive creative director Jesse Kates expects Neon to continue to leverage social media as well as advance its use of AI and other emerging technologies. He believes the company can create an abundance of creative, interactive experiences that steer far clear of pharma’s corporate and regulatory restraints.
      




      “We’re looking at a bunch of different ways to make content that needs to be created quickly, scaled rapidly and done for really small budgets at very high quality,” Kates says. 
      




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      Work we wish we did
      




      CeraVe’s Michael Cera campaign — what a magnificent, brave, hilarious, unexpected piece of omnichannel marketing. This is the kind of work that takes guts at every phase of the process and courage from all parties to get it across the finish line. It reminds us, once again, that brands don’t have to take themselves seriously to make a (seriously lucrative) impression on their customers. — Jesse Kates
      




      Click to see Neon’s Agency 100 2023 Profile.
      




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