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      Creative agency VCCP Health named Cassandra Sinclair as its president.
      




      In this new position, she will be based in New York and report directly to Julian Douglas, group CEO of VCCP.
      




      Sinclair joins VCCP from Grey Health and Wellness, where she served as president for just over four years. She celebrated the move in a post on her LinkedIn profile Wednesday afternoon. 
      




      In this role, Sinclair will support a host of well-known pharma clients, including Teva, Novo Nordisk, Edwards Lifesciences and Chiesi, among others.
      




      During her tenure at Grey, the agency earned significant industry recognition for its medical marketing efforts.
      




      In 2023, Sinclair and her team received a Gold Lion at the Cannes Lions International Festival of Creativity for The Most Beautiful Sound.
      




      The campaign, which Grey created in support of the American Society of Clinical Oncology (ASCO), recorded the sound of cancer cells dying. 
      




      Sinclair said the idea originated from what she calls “What if?” sessions, where her team explored how they could bring the ambitious, emotionally-moving concept to life. 
      




      The impact was pronounced, with Sinclair mentioning that cancer patients who heard the sound at the 2023 ASCO conference were moved to tears and reinforced to her why they do this work. 
      




      Given her track record of pursuing innovative projects, Sinclair added that she’s excited to continue exploring sensory experiences like this with clients at VCCP.
      




      “How can we continue to modify and do things differently? What else can we disrupt?” she asked. “We’ve been thinking about this — wouldn’t it be great if we could capture a smell? Like you can walk into a certain room, there’s a smell and all of a sudden your memory is triggered in a certain way. That would be brilliant to do with clients.”
      




      Beyond her creative work, Sinclair is also tasked with leading the agency’s growth. Of note, VCCP is owned by private equity firm Providence Equity Partners.
      




      According to Campaign UK’s School Reports 2024, VCCP added 45 new accounts in 2023 and finished the year with £144.7 million in net income — up 1.6% year-over-year.
      




      Going forward, Sinclair said she’ll be filling out a leadership team to work alongside her and chief creative officer Brett O’Connor.
      




      “[VCCP] has experienced exponential growth globally, both in the U.S. and in Europe. So I get to be part of that growth team,” she said. “We’re going to continue to deliver work that challenges the status quo and focuses on pharma clients as well as the growing wellness market.”
      




      As an industry veteran, Sinclair reflected on how medical marketing has evolved over the course of her career and where it’s heading.
      




      Prior to Grey, she worked at Wunderman Thompson Health, parting as global client partner after four years. 
      




      She also spent over two years as European regional lead of Omnicom Accelerator at Omnicom as well as three years as national managing director and North American eHealth strategist at Sudler & Hennessy. 
      




      She observed that the health and pharma marketing landscape has shifted significantly, due in part to the effects of the COVID-19 pandemic, to feature a greater focus on wellness, self-diagnosis and earlier consumer engagement. 
      




      From a creative perspective, she said this offers a key opportunity for disruption.
      




      In addition to her professional responsibilities, Sinclair heads the healthcare council for the Association of National Advertisers’ SeeHer initiative.
      




      She is an advocate for effective representation, engagement with and marketing to women and girls through health and wellness campaigns.
      




      Improving representation of women, both in advertising creative and clinical trials, is a personal passion for her and she said that she will continue to drive more authentic and inclusive depictions in the work she produces at VCCP.
      




      “I would like to get to a point where we are — at least from a creative side — no longer having this conversation. It’s just naturally inclusive,” she said. “I’d like to get to a point with the pharma world where inclusivity within clinical trials is very much the standard.”