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The Bloc appointed Steven Frank as president of its New York office on Tuesday morning.

As part of the move, Frank is jumping from one 2025 MM+M Agency 100 honoree to another.

Frank, who previously served as president of Inizio Evoke for approximately six years, will now lead the healthcare professional and consumer efforts at The Bloc. 

Per his remit, he will focus on expanding the New York office and deepening collaborations and connections with the agency’s global teams. 

Frank shared that his change in companies was prompted by shifts in the healthcare marketing industry that have impacted the ways that agencies interact with their clients. 

He cited factors like widespread agency consolidation, the increased influence of private equity firms and broader industry “upheaval.”

Frank said what began as casual conversations with The Bloc CEO Jennifer Matthews ultimately drew him to join the company. He said he was especially inspired by her sharing the values of independence, a healthcare focus and continued global reach. 

“Steven’s deep understanding of the healthcare landscape, combined with his passion for impactful creative and hands-on leadership, makes him an invaluable addition to our team,” Matthews said. 

Frank believes that the “fierce independence” of The Bloc resonates both with clients and employees, allowing the organization to focus on people over profits. 

“We’re not answering to shareholders,” Frank said. “We’re truly beholden, we have to do right by our clients and by our people, and at times, that means making decisions that aren’t necessarily in favor of profits.”

While acknowledging the medical marketing shop is still a business, he noted that the independence allows The Bloc’s leadership team to make decisions with a certain amount of flexibility.

Frank shared that one of his main goals in his new role is to continue to grow the New York office through the use of The Bloc’s BE-COMMS (Behaviorally Enriched Communications) operating system.

He said this system, which utilizes AI to analyze data, allows The Bloc to provide better storytelling and insight on behalf of its health clients. 

Frank said he hopes to continue utilizing and developing BE-COMMS to support the agency’s global expansion to meet the needs of all international clients. 

Notably, Frank is the latest addition to the Bloc’s leadership team.

Last month, The Bloc added Sean Green as SVP and creative director of art, Thomas Callan as SVP and creative director of copy as well as Jennifer Perry as VP and creative director of art. 

“The way we work together, as well as the quality and caliber of our leaders is second to none,” he said. “Those cross-functional leaders are working together toward our common mission: ‘Be Great to do Good.’ That’s a rallying cry — not only for leadership, but also for our people day-to-day.”