Irvine, California, January 19, 2006 — Ignite Health, the upstart agency created five years ago by a quartet of big agency exiles, has jump-started the new year by announcing a corporate reorganization.
The agency, which reported a bevy of new business and a three-fold increase in revenue over a period of just four years, is planning to increase its focus on the chronically ill and those - such as the doctors and nurses, family and friends — who care for them.
Under the new agency structure, each of the founding partners will have a clearly defined role. Jackie Herr has been named Chief Executive Officer, responsible for corporate, operational and financial management. Tim Riley is Chief Marketing Officer, heading up new business and joint venture development. Rich Fair is now Chief Creative Officer, overseeing art and copy for all of the agency's print and electronic projects. And Fabio Gratton is Chief Innovation Officer, in charge of researching, developing, and implementing new technologies to enhance Ignite's service offerings. Both Herr and Riley will continue to provide strategic direction to the agency's existing accounts.
All four of Ignite's owners were executives at FCB Healthcare West, located in Costa Mesa, CA. Rich Fair and Tim Riley were the founders of the original Fair Riley Call agency, acquired in 1997 by Bozell. Jackie Herr, who was CEO of Bozell West when the company was acquired, first met the two during this transition.
"There's more to healthcare marketing than DTC or DTP," said Herr, who was Marketing Manager for Oncology at Bristol Myers earlier in her career. "At Ignite, we believe in creating messages that connect all the decision-makers, linking everyone who influences, recommends, prescribes, approves, purchases or uses a particular healthcare product." The agency, a powerhouse in the fields of ophthalmology, oncology and infectious disease, specializes in chronic conditions, including diabetes, cardiovascular disease, mental illness and cystic fibrosis.
For Rich Fair, who began his career as an art director, the key issue is connectivity and the ability to conduct a multiple exchange between patients, caregivers and their healthcare professionals. He and his partners see the Web as the ideal environment for these health-related communications.
While still recognizing the importance of traditional advertising, the agency's focus is increasingly on electronic communications. According to Tim Riley, the agency straddles both worlds. "While our foundation is built on an in-depth knowledge of disease states and the science behind the treatments," he said, "we also have a comprehensive understanding of how to use the Internet for patient-focused initiatives that build brand loyalty and increase disease awareness, education, and compliance for consumers and patients alike." It is this dual ability, he maintains, that distinguishes Ignite from other agencies in the field and is fueling its growth.
What is more, at a time when skyrocketing costs are putting pressure on all to demonstrate ROI, Ignite is able to point to a variety of ways that clients' investments are paying off. "All marketing initiatives are monitored by a cadre of metric analysts," Riley says, "who ensure a constant return on client investment."
"The way people get information today has been completely transformed by the Internet," said Gratton, the youngest of the four partners and the only one who began his career outside advertising. An Italian-born screenwriter and graduate of UCLA's prestigious film program, he worked at Paramount Pictures for six years before shifting his focus to digital marketing. "Healthcare communication has remained stagnant for the last 20 years, despite the emergence of so many new channels and technologies for disseminating information," he said, pointing out that even the factors that are dominant in feature film-making today — computer-generated animation, for example — have made few inroads in the field.
Today, Ignite has more than 70 full-time employees. It is currently ranked among the top 20 independent health care advertising agencies in the US and has won more than 80 industry awards. Clients include: Amylin Pharmaceuticals, Bausch & Lomb, Berlex, Cephalon, Corus Pharma, Edwards Lifesciences, Eli Lilly and Co., Eyeonics, Genetic Alliance, Genomic Health, Gilead Sciences, Gilead/BMS, Merck Publishing, Novacea, Roche/Trimeris, Refractec and Telik.
About Ignite Health
Ignite Health is a new breed of advertising agency with a fresh approach to healthcare marketing and communications. By integrating traditional and electronic communications, Ignite Health assists clients in meeting strategic objectives with unparalleled effectiveness and efficiency. By complementing highly focused print strategies with a range of tailored Web strategies — from online advertising and patient education to custom-engineered games and simulations - Ignite Health can support all of a client's advertising needs. Founded in 2001, Ignite has tripled its revenues over a four-year period and today employs more than 70 full-time staff. Currently ranked among the top 20 independent health care advertising agencies in the US, it has won more than 80 industry awards. Clients include: Amylin Pharmaceuticals, Bausch & Lomb, Berlex, Cephalon, Corus Pharma, Eli Lilly and Co., Eyeonics, Genetic Alliance, Genomic Health, Gilead Sciences, Gilead/BMS, Merck Publishing, Novacea, Roche/Trimeris, Refractec, and Telik.
Ignite Health is located at 8955 Research Drive, Irvine, CA 92618. To contact the agency, call Tim Riley at 949-861-3200 or email him at triley@ignitehealth.com.
To learn more about Ignite Health, visit www.ignitehealth.com.