June 15, 2021
Healthcare was one of two sectors — financial services was the other — that drove growth at Rapp during 2020. The firm netted overall revenue of $220 million, some $51 million of it from healthcare-related engagements. That was up from $195 million and $45 million, respectively, in 2019.
But while COVID prompted any number of infrastructural pivots, Rapp largely went about its business the way it did prior to the pandemic. “Proportionately, there’s more strategy, marketing analytics, technology and creative than there had been before,” notes Rapp New York managing director Shari Reichenberg. “There’s less client service, more of the craft. Our clients are looking for work to get made and then be put into market.”
The work that Rapp is putting in the market is increasingly personal. For chief creative officer Moa Netto, the agency’s efforts on Eli Lilly’s blockbuster diabetes drug Trulicity embody the potential of campaigns that target specific consumers with realistic and relatable experiences.
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