Neon: 2021

Neon

An FCB Health Network Company 

1400 Broadway

New York, NY 10018

Telephone 

212-727-5600

Website 

neon-nyc.com

 

QUICK FACTS

Accounts

Account wins 4

Active business clients 19

Brands by 2020 sales

Brand-product accounts held 22

$25 million or less 5

$50 million-$100 million 2

$100 million-$500 million 6

$500 million-$1 billion 5

$1 billion or more 1

Products not yet approved/launched 3

 

SERVICES MIX

Professional advertising 81%

Direct to patient advertising 19%

 

CLIENT ROSTER

AbbVie

Bayer

Exact Sciences/Pfizer

Genentech

Grifols

Incyte

Janssen

Novartis

Pharming

Regeneron/Sanofi

Rhythm Pharmaceuticals

Sandoz

Strongbridge

Sunovion

Taiho Oncology

United Therapeutics

 

“2020 was a year that we can all consider ourselves lucky to have literally and figuratively survived,” leaders at Neon say. “But Neon didn’t just survive this unparalleled time, we truly thrived. Through it all, Neon remained as committed as ever to presenting new and groundbreaking work and staying connected to our vibrant audiences. With our incredibly driven, dedicated and quick-to-adapt talent, we turned one of the toughest years in history into the highest revenue year in our agency’s history.”

“This was the year to sharpen and exercise my emotional leadership skills – it went beyond the business to how do I take care of my staff to make them feel secure, safe and supported so they can perform,” says Mardene Miller, co-managing director. “I was blown away by their tenacity, resilience and ingenuity to continue to exceed expectations despite the challenges of 2020 — they never faltered and embraced each day with grit and a great sense of humor — they are incredible people and I am so proud and humbled to work with all of them.”

RECENT ACCOMPLISHMENTS

Refusing to let the pandemic take any of the wind out of its sails, Neon brought home three new clients, including four new brands — two of which were won without a pitch, agency executives say. New opportunities from Pharming, including Ruconest and Leniolisib, Strongbridge’s Recorlev, and Sunovion’s treatment for off-episodes of Parkinson’s disease, Kynmobi, “were embraced with passion and talent.” 

“In 2020, the people that make up our community at Neon rose to the occasion again and again in support of one another, in support of our client partners, and in support of the invaluable solutions they offer those most in need,” says Breton Penotti, a longtime account leader. “2020 was a year that pushed limits, and so we took the opportunity to push boundaries. We didn’t just navigate turbulent times; we did things that have never been done before… and we’re just getting started.”

Often referred to as the launch agency, according to management, “we kept our promise at Neon, leading four virtual launches in 2020, which included Rhythm’s Imcivree, a robust global launch for Novartis’ Cosentyx, and Taiho’s Inqovi. And in record time, only months after gaining Kynmobi, Neon produced and catapulted their brand-new patient campaign into the world of pharma.

“Our hard work and dedication not only won us significant increases in investment from some of our largest and most long-standing client relationships with Cosentyx, Libtayo and Taiho, it rewarded us with an increase in revenue of more than 12 percent from the previous year — exceeding our forecast,” agency leadership says.

In October, internationally awarded creative leader and longtime FCB Health Network veteran Jesse Kates came back and rejoined as co-managing director to lead Neon with Miller. “This powerhouse partnership, designed to further accelerate our growth, capabilities and world-class creativity, further proved just how important people and culture are to our agency,” management says.

“I am absolutely thrilled to have rejoined Neon with Mardene,” Kates says. “This is truly a one-of-a-kind agency… poised to shake things up in a big, big way. Couple that with an exceptionally authentic, kind group of big thinkers and, all I’ll say is, I would keep the spotlight here for a moment or two.” 

STRUCTURE AND SERVICES

What if a global pandemic hits right after you’re done packing your bags, selling your car and leaving your Golden Retriever at your mom’s place to relocate to a new country? That was my luck, and I’m not saying it ironically,” says Sebastian Mallarino, creative. “I truly consider myself one of the luckiest creatives in the business, because, despite being 3,000 miles away from my physical office, I have never once felt the distance. That’s the magic of Neon. It feels like home wherever you are.” 

Agency leaders say even with physical distance, Neon managed three massive virtual launch meetings and created the first-ever virtual booth presentation at ASCO for Libtayo, further building excitement for two global launches set for early this year.

“With all the complex virtual brand work we managed, we never lost sight of our own sense of community – hosting virtual Peloton rides, happy hours, trivia nights and even masked ‘meetings in the park’ to stay closely connected like we always have been,” Neon executives say. 

“What makes Neon so special is really the people. I know that’s very cliché to say, but it’s something I’ve felt more here than at any other agency I’ve been at,” says Jenn Troast, account person. “In a year where it was very easy to drift apart, we all made sure that we didn’t lose our human connections.” 

Continuing to celebrate one of the best employee retention rates in the industry, Neon added 51 employees to its roster of diverse talent. “The Network’s robust diversity and inclusion initiatives continue to set industry-leading standards and Neon actively works to meet and exceed them in everything that they do,” management says.

Ellen Streit joined Neon in 2020 to bolster the agency’s increasingly important health education offering. Coming from the NYC Department of Health as a teen sexual health educator, agency executives say Streit’s background represents exactly the kind of dynamic real-world experience that Neon looks for to enhance its offerings and further remain authentically different from the competition. 

When asked about her experience in becoming a part of the Neon family, Streit says, “For now, the Neon team to me is a bunch of little squares on Teams, but one of the most fun, welcoming and hardworking bunch of squares I have ever encountered.”

FUTURE PLANS

Regularly identifying opportunities above and beyond our partners’ strategic imperatives and scoped initiatives should be the rule, not the exception,” Kates says. “We are in the business of getting ahead, not just getting it done. You’ll see that core idea reflected in all the exciting changes we are making this year.”

According to agency leaders, Neon is in the midst of a true evolution. “Committed to preserving and fostering our enviable culture, the agency is putting the staff and processes in place to create an environment that is consistently forward-thinking and future-focused,” Neon executives say. “We know that Neon is more than any single creation, it is about the countless people we reach, each at a different place in their journey, the places we live and the ideas we bring home.”

“I’ve never been more grateful to be a part of Neon and FCB Health Network – a place I can truly call home,” says Sean Green, creative.