Carling Communications: 2020
Carling Communications
2550 Fifth Avenue
San Diego, CA 92103
Telephone
619-269-3000
Website
QUICK FACTS
Accounts
Account wins 6
Active business clients 6
SERVICES MIX
Promotional advertising 100%
CLIENT ROSTER
Bausch & Lomb
Bryn Pharma
Kyowa Kirin
Ortho Dermatologics
2019 was a transformative year as Carling Communications as it continued to grow in capabilities and identify complementary services as a member of the Fishawack Group of Companies. “By combining our creative strategies with experts in patient journeys, influencer mapping, and customer engagement across digital and social channels, we have been able to build upon and hone our core offerings, while meaningfully enhancing our value to clients,” says Carling President Sherri Wilkins. “Moving forward as Fishawack Health, we are in a unique position to elevate ourselves as healthcare marketing specialists, who bring a truly integrated approach to marketing solutions without sacrificing our entrepreneurial spirit.”
RECENT ACCOMPLISHMENTS
The most significant new business win was accomplished as a partnership between Carling and Blue Latitude Health. The Carling/Blue Latitude partnership was awarded agency of record status for Darzalex (daratumumab) and Janssen’s CAR-T launch business. This win is the largest account to date for both agencies and the Group, and has led to substantial growth in the New York and Philadelphia offices, management says.
In addition, Carling had business wins that were organically grown from existing accounts and client relationships. Carling worked with long-time client Ortho Dermatologics to take on new brand work as the company’s AOR for the launch of its latest acne lotion, Arazlo (tazarotene). Carling was also awarded the Jublia (efinaconazole) account, Ortho Dermatologics’ No. 1-selling antifungal medication.
Having successfully launched the HCP campaign for Duobrii (halobetasol propionate and tazarotene) Lotion, 0.01%/0.045%, a first-of-its-kind psoriasis topical, earlier in the year for Ortho Dermatologics, the agency won the consumer work for Duobrii. The new creative campaign will include broadcast TV, a redesigned website, digital online advertisements, and a social media effort.
As 2019 came to a close, agency executives say Carling continued to add to its client roster through a proven track record of creative storytelling, results, and collaborative working style. Partnering with Allergan to help support three brands within its gastrointestinal franchise, Linzess (linaclotide), Viberzi (eluxadoline) and Zenpep (pancrelipase), the agency will provide strategy and development of HCP digital efforts, including a customer relationship management program, email creation and online ads.
Carling continued to provide strategic direction and creative to Bausch + Lomb with the creation of Max the Ant for Lotemax SM 0.38%, a brand extension for the Lotemax franchise. Corporate and disease awareness work kicked off for Bryn Pharma, producer of a novel nasal epinephrine for anaphylaxis.
2019 was also a big year for client and agency recognition. In addition to being named one of PharmaVOICE’s 100 Most Inspiring People, Wilkins and client Todd Miller, Executive Director of Marketing, Ortho Dermatologics, were named by PM360 ELITE as Transformational Leader and Launch Expert, respectively. Joseph Ponzo, Senior Director of Marketing, Bausch + Lomb was named in the Ophthalmology/Optometry category. Miller also teamed up with Lacey Christman, Carling’s Group Creative Director, to discuss agency/client relationships in the January 2020 issue of PharmaVOICE.
STRUCTURE AND SERVICES
As Carling continues to take on more DTC-focused business, the agency hired several experienced consumer healthcare marketing professionals, including Jared Rubin, Group Creative Director; Mayra Houseknecht, Head of Integrated Production; and Daniel Brackins, Director of Engagement Strategy. The company brought on Jerri Lynn Mitchell, VP of Project Management & Business Operations, to optimize resource models and create efficiencies in workflows and overall operations coast-to-coast. Twenty-one new hires in 2019 brought the agency’s U.S. headcount to 78. Management notes that turnover is at the lowest level in three years, marking a growing and stabilized business.
In addition to the expansion of Carling’s core strategic creative capabilities, integration across the Group picked up momentum as the Shared Solutions business unit, co-led by Melissa Labelle, Director of Operations, expanded its role. “Providing a full suite of services including digital design, Web development, motion graphics, and production, in addition to medical and regulatory editorial specialists, this department is able to work with Carling and across the Group to deliver on technical expertise and executions,” agency executives say. Labelle describes the relationship as “a collaborative process that delivers customized solutions for clients on a global scale based on their needs and budget.”
Recognizing that the healthcare landscape is constantly evolving, Oliver Dennis, CEO of the Fishawack Group of Companies, says he is shaping the Group in a way that offers clients a fresh, new type of partnership with more capabilities, scale, and geographical coverage.
“A company is like a living organism that you need to feed and nourish. As we grow, we become more sophisticated and are able to better take on more complex healthcare challenges,” Dennis says. “Our belief is that we are stronger together and are enriched with the addition of new companies like Carling, Blue Latitude Health, 2e, and Dudnyk. Our willingness to evolve and adapt will keep us relevant in a fast-changing, highly competitive environment. So rather than running the Group’s companies in isolation, our goal is to achieve a higher level of integration than existing network models, while maintaining the structural integrity in each specialty.”
To bring his global vision to life, Dennis appointed Christman to lead the organization’s rebranding effort. With other key members of the Group across capabilities, they worked to define a new brand that highlights Fishawack’s expanded role within the healthcare space. In early 2020, the Fishawack Health brand launched as an independent, full-service, global healthcare communications and marketing CCO with over 800 medical experts, creative marketing professionals, strategic consultants, and digital media specialists.
FUTURE PLANS
Operating under the Fishawack Health brand, Carling will continue to strengthen existing relationships with clients, while identifying new business opportunities to exercise expanded capabilities within the HCP and DTC healthcare space. Carling is exploring growth opportunities with new partners as members of Fishawack Health, in the United States and globally.
PHILANTHROPY/CITIZENSHIP
Carling is committed to giving back to local communities. Office Manager Alison Walline oversees philanthropic efforts through “Carling Cares,” an employee-run program supporting those in need in San Diego. In 2019, Carling Cares successfully supported seven local non-profits through the following initiatives: a food drive to support the San Diego Food Bank; a clothing drive to support Stand Down; an essential needs drive to support St. Paul’s SPEND; a back-to-school supplies drive to support SAY San Diego; a financial donation drive to support the San Diego Rescue Mission; a toy drive to support Traveling Stories; and a Holiday Adopt-a-Family event in support of Home Start International.
