AbelsonTaylor

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AbelsonTaylor
Private
ISIN🆔
IndustryAdvertising
Founded 📆1981 in Chicago, Illinois
Founder 👔Dale Taylor
Headquarters 🏙️,
Chicago, Illinois, U.S.
Area served 🗺️
North America
Key people
Dale Taylor, CEO and President
Jay Carter, Executive Vice President, Director of Business Development
Stephen Neale, Executive Vice President, Chief Creative Officer
Jeff Berg, Executive Vice President, Director of Client Services
Keith Stenlund, Executive Vice President, Chief Financial Officer
Services
  • Branding and identity
  • Strategy
  • Digital
  • Animation
  • Technology solutions
  • CRM
  • Conventions
Revenue🤑 
  • Increase US$75.3 million (2016)
Members
Number of employees
300 (2018)
🌐 Websiteabelsontaylor.com
📇 Address
📞 telephone

AbelsonTaylor, Inc. is a Chicago-based advertising agency. It is the largest independent health and wellness advertising agency in the world.[1][2] AbelsonTaylor offers "brand building" and communications targeted at healthcare professionals, patients, and consumers. Their clients are the pharmaceutical, medical device, nutrition, and biotechnology industries.[3]

Background[edit]

AbelsonTaylor is a Chicago-based health and wellness advertising agency that specializes in prescription and over-the-counter medications, baby care, nutrition management, skin care and medical devices.[4][5] It has approximately 300 employees.[2]

According to PharmaLive magazine, "AbelsonTaylor has built a reputation as the most creative agency that creates brand experiences in broadcast, print and digital."[6]

The CEO and president Dale Taylor founded the agency in 1981.[4]

The company had a stretch of growth years until 2016. In 2017, the company's revenue declined by 4.9%, from $75.3 million to $71.6 million. The CEO's response was, "In this business you eventually lose all your brands, because they all go off patent." AbelsonTaylor had held contracts with Eli Lilly for Forteo, a treatment for osteoporosis, and with Sunovion for Latuda, a treatment for bipolar depression and schizophrenia. However, the company picked up 16 brands the following year.[7]

The company believes that a grad ad must have five components: 1. It gets the message across quickly. 2. The ad evokes a strong emotion. 3. It's campaign-able. 4. It's relevant to the situation. 5. The ad is distinct or "breaks through the visual clutter."[8]

Services and performance[edit]

AbelsonTaylor's activities include "branding and identity, strategy, digital, animation, technology solutions, customer relationship management, and conventions."[4]

In 2016, the agency added 16 new accounts[9] (12 of them didn't require a sales pitch). The agency's revenue grew 4.4 percent to $75.3 million.[10]

In 2017, AbelsonTaylor won new business by supporting current and former clients "so well that additional brands came its way without a full-scale pitch", according to MedAdNews.[9]

Also in 2017, the firm won the "Gold: Branded Websites for Healthcare Professionals 2017" award along with its two partners for the website and digital product development for advertising the product Nuedexta,[11] an FDA-approved drug for the treatment of pseudobulbar affect (PBA).

PharmaVOICE recognized AbelsonTaylor, particularly vice president Eric Densmore, for an ad for a hepatitis C product manufactured by Merck. The product, Vertex, beat out its competitor by grabbing 75% of the marketing share and earning $1 billion in the first 9 months.[12]

Awards[edit]

The key reason pharma uses broadcast media is reach, but when a typical customer looks to Facebook seven times each day, the need for reach by broadcast declines dramatically.

- Jeremy Schwartz, Director of Engagement Strategy and Analytics, AbelsonTaylor[13]

AbelsonTaylor's colleagues have voted them the Most Creative Agency 11 times and the Most Admired 6 times.[14]

Throughout the years, the agency has won hundreds of professional and consumer advertising awards. Some include:[15]

  • 2016 Agency of the Year (MM&M and PM360)
  • 5 Clio Awards
  • 32 Med Ad News Mannys
  • 28 PM360 Awards
  • 22 Global Awards
  • 28 Marketing Medical and Media awards
  • 35 Rx Club awards

AbelsonTaylor has had a few of its advertisements inducted into the Medical Advertising Hall of Fame, which is a group made up of around 40 healthcare advertising agencies and publications.[16] An advertisement for a Takeda Pharmaceuticals product for type 2 diabetes won several awards. Another ad for Prevacid won 11 awards between 1995 and 2005.[17] Several employees also received the Future Famers award, which recognizes future leaders in the industry.[18]

The ad that boosted AbelsonTaylor's profile within the pharmaceutical advertising industry was an ad for Hytrin, a prescription medication that treats high blood pressure and enlarged prostate.[19] The ad featured a large blown-up balloon with a clothespin pinching the end of the balloon, with the words "This is how BPH feels." (BPH stands for benign prostatic hyperplasia.[19] Because of the ad's importance to the company's history, AbelsonTaylor built their cafeteria to be shaped like a balloon.[20]

In 2015, The Ronald McDonald House of Charities of Chicagoland and Northwest Indiana recognized AbelsonTaylor for its fund-raising efforts for the Pop Tab Collection program. AbelsonTaylor "received a "Metal" of Honor for executing an internal campaign that motivated its employees to collect nearly 52,000 pop tabs in about three months."[21]

In 2018, the health marketing trade magazine PM360 recognized AbelsonTaylor with its "Best Consumer Website" award at its 10th annual "Trailblazer Awards Gala."[22] The Trailblazer awards "honor companies that have achieved excellence in healthcare marketing." AbelsonTaylor had received eight finalist nominations for PM360's 2018 Trailblazer awards.[23]

Philanthropy[edit]

The company has a history of giving back to local, national and global philanthropies and charities. In 2017, AbelsonTaylor sponsored over 20 different events that supported more than 20 charities. AbelsonTaylor also has a 20-year history of doing pro bono work for Heifer International, in support of it's "East Africa Dairy Development program."[9]

References[edit]

  1. "AbelsonTaylor, Inc. - AdAge LookBook Marketing Solutions Directory - Ad Age". adage.com. Retrieved 2018-09-19.
  2. 2.0 2.1 "Unique Chicago ad agency attracts best talent in the country". Illinois Business Daily. 2018-04-11. Retrieved 2018-08-20.
  3. "AbelsonTaylor – Veeva". www.veeva.com. Retrieved 2018-09-19.
  4. 4.0 4.1 4.2 "AbelsonTaylor, Inc: Private Company Information". Bloomberg. Retrieved 2018-08-09.
  5. "Health & Wellness advertising agency in Chicago | AbelsonTaylor, Inc". AbelsonTaylor. Retrieved 2018-08-11.
  6. "AbelsonTaylor, HCB and JUICE Partner with MIT Hacking Medicine | PharmaLive". www.pharmalive.com. Retrieved 2018-09-20.
  7. "AbelsonTaylor | 2018 -". MM&M - Medical Marketing and Media. 2018-07-09. Retrieved 2018-09-19.
  8. "Creating Great Creative - PharmaVOICE". PharmaVOICE. Retrieved 2018-09-20.
  9. 9.0 9.1 9.2 "AbelsonTaylor". MedAdNews. Retrieved 2018-09-20.
  10. "AbelsonTaylor | 2017". MM&M. 2017-07-05. Retrieved 2018-08-11.
  11. "GOLD | Branded Website for Healthcare Professionals of 2017 -". MM&M - Medical Marketing and Media. 2017-10-19. Retrieved 2018-09-20.
  12. "Eric Densmore: For Helping Hep C Patients Find a Cure". PharmaVOICE. Retrieved 2018-09-17.
  13. Robinson, Robin (2016-09-01). "Digital Advertising: Investment Slowly Climbs". PharmaVOICE. Retrieved 2018-09-17.
  14. "AbelsonTaylor – PM360". www.pm360online.com. Retrieved 2018-09-19.
  15. "Award-winning health and wellness advertising | AbelsonTaylor, Inc". AbelsonTaylor. Retrieved 2018-08-11.
  16. "About Us". Medical Advertising Hall of Fame. 2013-09-24. Retrieved 2018-08-29.
  17. "Heritage Award Winners". Medical Advertising Hall of Fame. 2016-06-23. Retrieved 2018-08-29.
  18. "Future Famers Inductees". Medical Advertising Hall of Fame. 2013-10-16. Retrieved 2018-08-29.
  19. 19.0 19.1 "Drugs & Medications". www.webmd.com. Retrieved 2018-08-29.
  20. AbelsonTaylor (2015-02-03), The Ad that Changed Medical Advertising: Hytrin Balloon Ad Tribute, retrieved 2018-08-29
  21. Gomez, Marita (2015-09-27). "Ronald McDonald Recognizes AbelsonTaylor Agency with Metal of Honor". Chicago Tribune. Retrieved 2018-09-19.
  22. Lye, Chandra (2018-09-18). "AbelsonTaylor recognized for COOLIEF* website". Illinois Business Daily. Retrieved 2018-09-19.
  23. Mayfield, Asia. "AbelsonTaylor nominated for multiple Trailblazer awards". Retrieved 2018-09-19.

External links[edit]


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