What we're up to

Minds + Assembly proudly welcomes Chip Romp to its Board of Directors. Romp brings more than 27 years of biopharmaceutical expertise to the position, including roles as EVP Commercial U.S. at Seagen, where he was instrumental in the growth of this standout oncology company, culminating in an historic sale to Pfizer earlier this year. Before that, Romp had a highly successful 12-year tenure at Genentech and experience as a Product Manager at GE Medical Systems. Romp adds a unique client perspective to the board as Minds + Assembly builds on their unprecedented growth with new capabilities and new offerings.

With his passion for helping patients, his unparalleled knowledge of oncology, and his mastery of healthcare marketing, Romp has already begun to fuel new thinking and new success for Minds + Assembly. Under his leadership at Seagen, the company bridged the gap between breakthrough research and commercial availability for a number of leading-edge antibody-directed conjugates (ADCs) with treatments for several types of cancers along with other oncology assets. In a field with very few successes, his team fought hard for investments and commercialized therapies that effectively increased life expectancy versus standard of care.

Romp is an inspiring leader who possesses a rare combination of deep technical marketing knowledge and a genuine appreciation of simplicity and the power of purposeful design. His critical eye for marketing excellence from “the client side” will serve as a welcome prompt to accelerate the growth and expansion of the Minds + Assembly commercialization platform. “Throughout my career I’ve always wanted to work with innovative organizations that are making a difference in people’s lives,” says Romp. “Minds + Assembly is a testament to just that—there's a genuine buzz about the place. In just a few years, they've shown how they can deliver tremendous value to clients and their patients, helping create campaigns that take generally complex material and turn it into something compelling and beautiful. I’m excited to be a part of the team and bring what I’ve learned in my career to help drive the organization into a new phase of growth.”

Romp joining the Minds + Assembly journey is reflective of the strong agency-client relationships that have driven the firm’s success. “Chip’s track record of innovation aligns perfectly with Minds + Assembly’s goal of connecting patients to groundbreaking treatments,” says Joelle Friedland, Cofounder of Minds + Assembly. “We are thrilled to bring Chip’s innovative ideas and passion for enhancing lives on board as we continue to build a roster of exceptional talent and expertise to support our growing capabilities.”

This appointment comes on the heels of Minds + Assembly's strategic partnership and investment with private equity firm Amulet Capital Partners last year. The collaboration is the latest in a recent series of exciting board appointments, fortifying the creative commercialization partner in their drive to become the industry leader in every way.

Minds + Assembly proudly welcomes Fabio Gratton as an Advisor to its Board of Directors. Gratton brings 25 years of expertise in founding and scaling healthcare digital agencies to Minds + Assembly—experience that is a perfect addition as they continue to expand and grow as the world’s premier, design-first partner to healthcare brands.

A serial entrepreneur and health tech innovator, Gratton founded his first company, Ignite Health, in 2000, selling it seven years later. Since then, he has founded numerous companies, from story-driven consultancy SONIC Health to influencer-powered clinical trial recruitment platform CureClick and AI voice-powered market research company inVibe Labs.

In his role as Advisor, Gratton will serve as counsel for Minds + Assembly’s leadership team, advising them on matters such as culture and acquisitions as the firm continues to grow as a full-service commercialization partner.

"I've spent much of my career building companies from the ground up, but what attracted me to Minds + Assembly was its ambitious nature," says Gratton. "Sure, Minds + Assembly already has the infrastructure in place, but the team is open to new ideas—which I'm hoping to help provide input. As companies like Minds + Assembly progress, it's beneficial to have someone in their corner with the right experience to help facilitate this growth—someone who knows what it takes. I'm looking forward to seeing how my experience combined with the unwavering potential of this firm can make a real difference for them, their services, and their clients."

Gratton’s love and respect for design done well also led him to Minds + Assembly. Although he has opened, owned, and worked for successful agencies in the past, Gratton is excited to support a firm that is focused on creativity—that can still deliver true art in a healthcare space that can be limiting to the creative mind.

Along with his investments, Gratton has also sat on a host of advisory boards such as the MM+M Editorial Board. He has been recognized with numerous industry accolades, including a CLIO Health Gold, the Webby Awards, and being named to PharmaVOICE’s 100 Most Inspiring People three times. Additionally, he has addressed influential conferences like Google Think and has judged prestigious competitions such as MIT's Hacking Medicine and TechCrunch's Disrupt Healthcare.

He concludes: “At a time when emerging technology is commoditizing creativity, Minds + Assembly offers healthcare brands genuinely creative solutions. Growth is never easy, but we're positioned to deliver it.”

For any agency, deciding when to seek external investment can be challenging...

Design and digital innovation can play a vital role in renewing audiences’ trust in pharma brands and helping engage Gen Z, says Troy Polsley of creative agency Minds + Assembly.

Americans trust pharma less than any other sector. In Gallup’s 2023 annual rankings, pharma fell below federal government as well as oil and gas. It’s a startling statistic. These are after all companies making medicines that improve, prolong and even save lives. It ought to be one of the most trusted areas of business, yet, in the world’s largest economy it is one of the least trusted, and the same would be true in many other wealthy countries.

This collapse in trust has been driven by a number of factors, but primarily cost and scandals. Healthcare is expensive and people don’t understand why. It only takes one or two headlines revealing the seven-figure cost of a treatment for people to start seeing pharma companies as more interested in profit than people. Then there is the media coverage of issues like the opioid crisis. It might involve the actions of one or two pharma companies, but it taints how all are seen.

This is unfair. The pharma companies I have worked with through my career are full of genuinely altruistic people. This mistrust also causes problems: it makes some patients reluctant to take the medicines or advice they need, and it creates a difficult environment for pharma companies to operate in.

So, they want to change it, and have been trying hard to do this, lifting the curtain on clinical trials to make them more accessible and understandable, as well as setting up community initiatives to communicate challenges in areas like cold storage and side effects. Many are trying to shift relationships from transaction to partnership, but once trust is lost it’s hard to regain. A major and largely under-explored area is design. Pharma has, by and large, yet to recognize the potential of design as a means to remake its relationship with patients and society. Here’s how it could change that.

BE FRIENDLY AND APPROACHABLE

All too often pharma and its products appear distant and unfriendly. Design can change this. Typography, tone, composition, and color choices influence patient perceptions. Thoughtful design conveys clarity, empathy, and reliability, combating misinformation and enhancing healthcare outcomes.

Look at Twyneo. Its visuals, messaging, and photography all emphasize the ease of use, appealing to Gen Z's preference for efficient, evidence-based skincare. The brand's tone is friendly and genuine, not shying away from potential side effects, which creates an impression of honesty.

Even though Twyneo is a prescription product, the use of bright, friendly colors and easy-to-understand instructions reinforces the straightforward and intuitive approach. This holistic marketing strategy, tailored to the Gen Z audience, has contributed to Twyneo's successful launch in the crowded skincare market.

The Tia Clinic is another good example. This female-led platform is building a new healthcare model for women, and manages to reach a skeptical Gen Z audience by blending modern aesthetics, technology, and a holistic approach to women's healthcare. Recognizing the importance of convenience, compassion, and personalization, Tia Clinic creates an inviting and visually appealing environment that resonates with younger consumers who prioritize mental and physical well-being.

EMBRACE DIGITAL

Pharma still trails in its use of digital. It's a missed opportunity in terms of transparency and engagement. Look at how Roche's Navify integrates medical data to provide clear, actionable insights for its audience. It's a tool that empowers both healthcare professionals and patients, meeting Gen Z's expectations for innovation and integrity in medical care. Its approach aligns with Gen Z's preference for technology and teamwork, while also addressing their skepticism by offering a transparent view of the diagnostic and treatment planning processes.

Or consider how Teal Health uses digital platforms for communication and results sharing. It provides at-home self-scanning tests for cervical cancer, and is a good example of how to cater to the mobile-first tendencies of Gen Z, ensuring ease of access to information and healthcare providers.

As new AI-driven solutions enable even greater personalization, so pharma will no longer be able to ignore the opportunity. People will expect increasing personalisation. They'll see it in consumer marketing where dynamic marketing, serving ads based on who the individual is and what they're doing, is already standard practice. It will be a leap of faith for pharma firms' legal teams, but a necessary one.

BRING COMMUNITIES TOGETHER

People may not trust big pharma but will trust each other. One way then for big pharma to convey its messages and rebuild trust is to help people speak to each other and share accurate information. That's what Otsuka Pharmaceuticals is doing with its Society of Valued Minds.

This is a social media initiative committed to helping destigmatize the conversation around mental illness in a way that appeals to a Gen Z audience. Through its emotional resonance and authenticity, the campaign is proof that healthcare brands can go above and beyond the industry's constraints, creating a brand that speaks to its audience.

By creating a community to share their personal accounts of mental health issues they used this human-centric approach to lead their campaign in terms of creating playful typography, bold color, and eye-catching animations, as well as an approachable design system that was relevant and engaging for their specific audience.

TIME TO INVEST

Too many pharma brands have ignored design for too long. But not all: as we have seen here, many pharma brands have invested in design, and are reaping the benefits. However, as the Gallup poll makes plain, it's time for others to follow suit.

This is more than an issue of mere aesthetics. Good design delivers engagement, take up, and connection between brand and user. It is the foundation of trust. The lack of good design has contributed to the collapse of trust in big pharma, and this is causing significant problems for the sector. It is time for pharma to recognize the power of design.

This article was originally published in Creative Review. Read the full article here.

Minds + Assembly today announced the acquisition of HashtagHealth®, the first and only agency focused exclusively on social media for healthcare brands. HashtagHealth® will serve as a fully integrated division of Minds + Assembly and will continue to be led by Managing Partners and Co-founders, Brittany Latson and Kristin Hassan.

As the premier healthcare social media agency, HashtagHealth® is on the cutting edge of social listening, competitive intelligence, paid social amplification, influencer partnerships, and live social activations. Serving clients like Amgen, AstraZeneca, Boston Scientific, Stemline, Eisai, and the Association of Cancer Care Centers, and with award-winning social work in the oncology and rare disease spaces, HashtagHealth® brings a unique, specialized expertise in healthcare social media.

Following the strategic integration, Minds + Assembly and HashtagHealth® will be well positioned to provide clients seamless creative execution to reach and connect with audiences in new ways through social media. At a time when many healthcare brands outsource social media work, this strategic acquisition will provide Minds + Assembly’s commercialization platform access to unified analytics, deeper insights, and unmatched efficiency. Together with HashtagHealth®, Minds + Assembly will reinforce its position as a fully integrated commercialization platform to brands in the healthcare sector.

Social by design

“As the landscape continues to evolve, social media is shifting from a supplementary channel to the primary medium for both HCPs and patients,” says Joelle Friedland, Co-founder and head of client services. “We’re proud of the beautiful, award-winning social work we continue to produce for our clients, and acquiring HashtagHealth® allows Minds + Assembly to expand our social media expertise and bring in a team of highly-skilled professionals who share our commitment to excellence and innovation. We are ensuring that we continue to stay ahead of the pace of change in this critical field as a fully integrated commercialization platform.”

“The combination of beautiful and strategic work, amplified media, an intentional social makes Minds + Assembly a force to be reckoned with in terms of superior omnichannel services,” says Brittany Latson, Co-founder at HashtagHealth®. “Our goal is for the division to remain specialized in social but continue to evolve services and offerings for our current clients, the clients at Minds + Assembly, and our collective future clients through impactful social that creates direct connections executed fully in-house.”

This strategic combination builds on Minds + Assembly’s incredible momentum, including its recent partnership with Amulet Capital Partners, a private equity firm focused exclusively on the healthcare sector. Together with Amulet, Minds + Assembly is focused on expanding the platform’s strategic capabilities to better serve its clients, patients, and ultimately help spur innovation in the healthcare industry.

How do you build leading-edge digital capabilities? You add leading-edge minds to the team. That’s the strategy of creative commercialization partner Minds + Assembly, who announced today the appointment of Adam Cossman to its board of directors. Cossman, known for scaling digital-first data and tech businesses, will be a key player as Minds + Assembly builds on its history of rapid growth.

Cossman brings more than 20 years of analytics-driven experience in building and acquiring businesses. In 2016, he sold his digital agency to W2O group and joined their leadership team as Chief Digital Officer and Group President. Following the acquisition of W2O by New Mountain Capital, he was key to the transformation of W2O into Real Chemistry—experience that is proving valuable to Minds +Assembly as they continue their expansion from full-service agency into creative commercialization partner.

During his tenure at Real Chemistry, Cossman started what is now the company’s Data and AI solutions business through a combination of social media audience analytics, the RWE commercial analytics group IPM.ai, and Swoop, the firm’s media-targeting solutions platform. Just ask his clients and investors; he makes integration look easy.

Minds + Assembly is tapping into Cossman’s extensive knowledge of paid and owned media analytics, behavioral data, and audience insights—and how to use all of it to help commercialize life-changing therapies.

"I am thrilled to be advising Minds + Assembly during this exciting juncture in their journey within the healthcare industry," remarks Cossman. "The dynamic culture, coupled with the founders' openness to innovation, presents a unique opportunity to make a meaningful impact. My goal is to enhance the firm's healthcare service offerings, providing more comprehensive solutions that, in turn, deliver incremental value to its clients," he emphasized.

Cossman’s board appointment is the first for Minds + Assembly since its strategic partnership and investment with private equity firm Amulet Capital Partners last year.

"Having been both a successful entrepreneur and responsible for scaling one of the leading integrated marketing platforms in the space, Adam brings a wealth of experience and a proven track record of guiding companies to unprecedented growth in the pharma commercialization sector,” says Avi Uttamchandani, Partner at Amulet.

“Adam is a great strategic thinker who loves innovation and understands the benefits and challenges of rapid growth,” says Joelle Friedland, Cofounder of Minds + Assembly.

During the first quarter of 2024, Minds + Assembly will announce additional industry veterans joining Adam on its board of directors.

About MINDS + ASSEMBLY

Founded in 2015 and headquartered in New York City, Minds + Assembly is a creative commercialization partner focused on the healthcare sector. A full-service firm with end-to-end capabilities, Minds + Assembly's diverse group of talented advertising and marketing professionals execute on a shared mission to be a design force for good that supports a wide range of pharma, biotech, and digital health companies. For more information, visit www.mna.co, or follow us on LinkedIn and Instagram.

How to make the most of the deeper bonds that develop in the workplace.

Minds + Assembly jumped to the #30 spot this year in MM+M’s Agency 100—a ranking of the top healthcare marketing agencies in North America.

Until late last year, Minds + Assembly had contented itself with being a full-service creative shop. Thanks to some bold maneuvers, the agency has been reborn as a fully fledged commercialization platform.

Backed by private equity firm Amulet Capital Partners, M+A acquired social media agency HashtagHealth® as well as analytically minded digital health firm Awaken Interactive. Just days later it scooped up med-comms shop BOLDSCIENCE. Staff count catapulted from 182 to 437.

To hear execs tell it, the acquisitions have helped transform the agency into something bigger than the sum of its parts.

“What we really were striving for was coming up with a specialized group of agencies that rounded out our communications and commercialization throughout a product’s life cycle,” says Randi Baerson, managing partner, chief client officer.

And as the business has evolved so, too, has leadership. Following the acquisitions, cofounders Joelle Friedland, Ben Ingersoll and Stephen Minasvand announced their decision to step aside and allow Mark Lydiatt, formerly CEO of BOLDSCIENCE, to assume the helm as M+A’s CEO.

New hires Jonathan Woodring, as chief data officer, and Chuck Hemann, as chief integration officer, will be spearheading and overseeing the integration of the agency’s burgeoning data capabilities, including real-world evidence and claims data, as well as a patient analytics platform.

The moves were also an instant on-ramp to more sales. Revenue soared to $125.2 million, from $61.8 million in 2023. All told, 74% of that growth was due to acquisitions.

—

Read the full article here in MM+M, and check out our immersive profile for a behind-the-scenes look at everything M+A.

With case studies, real-world evidence, and everyday strategies, Joe Temple and Matt Noe share what it means to get undeniable results by design.

Minds + Assembly is excited to add 40+ years of experience and influence to its Board of Directors with the recent appointment of industry pioneer Nick Colucci. The move follows Amulet's recent strategic partnership and investment in Minds + Assembly, marking a significant enhancement to the collective leadership strength driving the evolution of the agency.

Colucci, recently retired, brings a wealth of industry experience to his new board position. Formerly the Chief Executive Officer and Chairman at Publicis Health and most recently COO of Publicis Groupe’s US Operations, Nick led one of the world’s premier communications networks, helping to knit a handful of independent agencies into a global powerhouse. He is known for his ability to manage growth, build lasting relationships, and guide agencies through cultural change as they scale up. He is also renowned as a mentor of leaders throughout the industry. For Minds + Assembly, his skillset couldn’t be more relevant.

Colucci’s impact on the healthcare and advertising sectors is underscored by his inclusion in Medical, Marketing, and Media’s 50 Greatest Influencers and PharmaVoice’s 100 Most Inspiring People. Additionally, he was named “Marketer of the Year” at the 2012 PM360 Trailblazer Awards and was awarded Healthcare Businesswomen's Association’s prestigious Honorable Mentor in 2018.

"Throughout my time in the industry, I’ve had the privilege and pleasure of working with so many talented and inspired people,” states Colucci. “I admire the foundation Minds + Assembly has built, as well as their culture and the quality of people it attracts. As a board member, I intend to share my experience, impart a bit of wisdom, and mentor the talented Minds + Assembly leadership team as they continue to drive toward growth."

"Nick's addition to the board reinforces our commitment to assembling a best-in-class leadership team," notes Avi Uttamchandani, Partner at Amulet Capital Partners. "Nick has played a critical role in building the healthcare communications industry into what it is today. As both an advisor to Amulet and a board member to Minds + Assembly, Nick will play a pivotal role in helping Minds + Assembly execute on its strategic plan as it continues its rapid growth trajectory."

"We've always admired Nick’s leadership in the industry. He possesses an impressive entrepreneurial mindset and business acumen, discovering new ways to add value to whatever he does,” says Minds + Assembly Cofounder Joelle Friedland. “Nick has been recognized for innovating businesses and developing strong leaders for decades, and we're eager to work with him to create an end-to-end commercialization platform that takes our company to the next level."

Working with diverse clients across sectors is the norm for most design studios but while having a varied portfolio is often seen as a strength, some designers have discovered the benefits of sector specialisms.

Creatives in the design and VFX industries offer their thoughts on 'the baby question', leadership, pay gaps and more.

Coming up with new creative ideas is tough enough, but what happens when you work in a sector filled with legal restrictions and tight regulations?

MM+M celebrates 23 women set to lead the medical marketing business into the future.

Minds + Assembly Co-founder, Joelle Friedland, is selected as an MM+M Women of Distinction.

In this interview, PRINT asks "what matters" to Phuong Nguyen, Managing Partner, Client Service.

So amid all the noise, how can marketers ensure that they are heard?

With Roe v. Wade, the banning of contraceptives in Kabul and Mazar-i-Sharif, and the recent bills seeking to ban gender studies and limit trans pronouns in Florida...

For another year in a row, Minds + Assembly makes MM+M's Agency 100 list. The list recognizes the top pharma marketing agencies in North America.

Minds + Assembly today announced the acquisition of Awaken Interactive (“Awaken”), a healthcare digital marketing firm dedicated to advancing digital media, paid and web analytics, technical development, and marketing automation solutions since 2010. This acquisition underscores Minds + Assembly’s commitment to strategic growth and client service, and follows the recently announced acquisition of HashtagHealth®, the first and only social media agency exclusively focused on healthcare brands.

With these recent acquisitions, Minds + Assembly is positioned to deliver on its vision of an integrated healthcare communications and creative commercialization platform that produces simple, powerful, beautiful and singularly effective work for healthcare clients. In less than 10 years, Minds + Assembly has shown no signs of slowing down—growing from a 3-person startup in 2014 to an omnichannel partner of choice with 280+ employees in 2024. This strategic acquisition is yet another transformative moment in the company’s growth trajectory, ensuring that Minds + Assembly will set a new standard for the evolving media landscape.

With the addition of Awaken, Minds + Assembly continues to bolster its analytics and digital capabilities, all in the service of a groundbreaking strategic media offering led by industry veteran Johanna Jarvis, Managing Partner, Media, who was previously Managing Partner at Omnicom Health’s media group SSCG.

Analytics by design

Known for meticulous execution and measurement of web and paid media campaigns, Awaken’s proven processes and infrastructure will open new doors for Minds + Assembly’s clients. Providing tailored, insightful, and strategic counsel by leveraging its advanced analytics dashboards, Awaken excels in areas such as digital media strategy and execution, HCP and patient marketing, analytics, email marketing, as well as search engine marketing.

“The acquisition of Awaken is all by design, like everything we do,” says Joelle Friedland, Co-Founder and Head of Client Services at Minds + Assembly. “We seek partners willing to take educated risks and who aren’t afraid to stand out—Awaken is just that. As we continuously focus on expanding our services to create and commercialize the most beautiful brands in healthcare, Awaken will help solidify our expertise to best support the evolving digital needs of our clients and this industry.”

Awaken brings a high-level of expertise that will transform Minds + Assembly’s website and media analytics services while also expanding on the technical development and marketing automation capabilities. With Awaken, Minds + Assembly will better support clients as they look to measure overall effectiveness of programs across paid, earned, and owned channels and seek out and execute first-party, data-driven programs to activate patients and HCPs.

“We are immensely excited to be a part of the Minds + Assembly team,” shares Kelly McNicol, Chief Executive Officer of Awaken. “Joining forces with Minds + Assembly will allow us to enhance their digital media, analytics, and execution capabilities and service offerings, while also providing our clients access to a larger, more diverse organization that can offer additional resources, tools, and opportunities for growth. We will use data-driven solutions to translate complex science into clear, actionable insights, and opportunities that drive client success.”

Minds + Assembly is backed by Amulet Capital Partners, a private equity firm focused exclusively on the healthcare sector. Together, they are excited to accelerate Minds + Assembly’s growth in the market by strategically adding even more best-in-class talent and expertise to the commercialization platform in the coming months. With Minds + Assembly continuously on the forefront of healthcare communications and marketing innovation, there’s no telling what’s next for this industry leader.

Muse caught up with Alix Rancier, managing partner, writing, at Minds + Assembly, to discuss recent campaigns, how the agency stays ahead of evolving health trends, and its philosophy on creativity.

How to make the most of the deeper bonds that develop in the workplace.

With BOLDSCIENCE, One of the Fastest-Growing Firms in the Healthcare Sector, Minds + Assembly Further Expands Its Reach Across the Entire Product and Brand Development Lifecycle

Industry Veteran and BOLDSCIENCE CEO Mark Lydiatt to Lead the Combined Platform

NEW YORK, November 5, 2024 – Minds + Assembly today announced that it has joined forces with BOLDSCIENCE, a dynamic, full-service medical communications agency, to further enhance its fully integrated, world-class strategic healthcare communications and commercialization platform serving pharma, biotech, medical device, and digital health clients.

Since its founding in 2015, Minds + Assembly has been consistently recognized as one of the fastest-growing companies in the healthcare communications industry. In May 2023, Minds + Assembly received a significant investment from Amulet Capital Partners, a middle-market private equity investment firm focused exclusively on the healthcare sector, adding tremendous energy and resources to realize and execute its strategic growth plans. The addition of BOLDSCIENCE comes on the heels of a number of strategic acquisitions, such as HashtagHealth®, the world’s only healthcare focused social media company, and Awaken Interactive, a leading digital media, execution, and analytics company, as well as strategic hires to bolster the firm’s media and omnichannel strategies.

The Minds + Assembly platform provides unparalleled brand launch agency of record services, media and omnichannel strategy, advanced analytics, digital execution, and now world-class scientific communications. BOLDSCIENCE elevates Minds + Assembly into the top 20 healthcare communications companies, with supreme talent, a combined headcount of approximately 500 professionals, and a diverse list of more than 70 premier life sciences clients and 140 products and brands.

As part of Minds + Assembly, BOLDSCIENCE will continue to operate under its current name and branding. BOLDSCIENCE Co-founder and Chief Executive Officer (CEO) Mark Lydiatt, who brings a 20-year track record building some of the industry’s leading healthcare communications agencies, has been appointed by the existing Minds + Assembly Board, including the Minds + Assembly Founders, to serve as CEO of the Minds + Assembly platform.

“As Co-founders, we continue to be focused on driving healthy growth for Minds + Assembly while strengthening our services and maintaining uncompromising standards,” said Joelle Friedland, Co-founder at Minds + Assembly. “In collaboration with our Board of Directors, we determined that we needed one person to lead the platform—and Mark’s significant experience and shared commitment to his people and clients made him the right person for that role.”

At launch in 2020, BOLDSCIENCE set out with a mission to disrupt medical communications with memorable healthcare programs that inspire change and improve lives. The four Co-founders, Mark Lydiatt, Mark Hardy, Alison Lovibond, and Yasmin Grant, were passionate about creating a people-first culture and inspiring workplace to deliver full-service, “scientifically creative” medical communications with a twist. Under their leadership and powered by a 200-person-strong, elite team of doctorate-level scientists, creative and digital specialists, communication strategists, and account professionals, they have solidified their position among the fastest organically growing medical communications agencies. BOLDSCIENCE combines high science, creative prestige, and strategic thinking to deliver diverse services across medical affairs, publications, peer-to-peer programs, clinical trial support, regulatory advisory committee support, and patient advocacy. Their impressive client roster spans Top 20 Pharma, mid-sized biopharma, and innovative biotechs, across broad therapeutic specialties.

Creating an Integrated, Nimble Platform Focused on People and Quality

This transaction positions Minds + Assembly as a full-service pharma communications and commercialization platform with a design-first orientation and a deep scientific foundation to support the world’s leading pharma and biotech companies throughout the entire drug development and commercialization process.

“Minds + Assembly and BOLDSCIENCE have far exceeded the growth of our peers by delivering work that is exceptional, while fostering an innovative spirit and maintaining an unwavering commitment to a truly unique people-focused culture,” said Mark Lydiatt. “Together, we will continue our mission to be the agency most desired by clients and staff. We will elevate our strengths and continue to differentiate our platform, achieving a new standard for pharma communications and commercialization. I am thrilled for the opportunity to serve as CEO as we enter this exciting next chapter.”

“This is an exciting milestone for Minds + Assembly, our clients, and our team as we significantly expand our capabilities across complementary disciplines,” said Stephen Minasvand, Co-founder at Minds + Assembly. “Everything we do is by design—we create simple, powerful, and beautiful work that connects with patients and prescribers. Mark and the BOLDSCIENCE team share our values, as well as the desire to think disruptively to support the companies and products that are changing the healthcare landscape. Most important for our clients, with a truly integrated, holistic offering, we will create the most effective solutions from the laboratory all the way through loss of exclusivity. There is truly no other company like this.”

“Effective communication is vital to ensuring that breakthrough therapies ultimately reach patients in need,” said Avi Uttamchandani, Partner at Amulet Capital Partners. “By combining strength with strength and bringing together two of the fastest-growing platforms supporting many of the largest global pharmaceutical and biotech brands in the world, this combination immediately creates a leading, integrated healthcare communications platform with services spanning the entire drug lifecycle. With BOLDSCIENCE now part of the Minds + Assembly platform, we will accelerate growth by expanding our suite of new and innovative services, such as advanced analytics, real-world data solutions, and expanded AI services, while maintaining its commitment to quality and team culture.”

"A tarot journey for healthcare brands. The future’s a mystery, but our approach is certain: make it simple, powerful + beautiful."

For the 2025 MM+M Agency 100 creative showcase, Minds + Assembly didn’t just roll the dice, we pulled a card. Specifically, The Magician, a timeless tarot archetype that embodies everything we stand for: transformation, vision, and mastery across disciplines. In a landscape defined by tight timelines, complex science, and rapidly shifting media, we don’t leave things to fate. We act with intention, energy, and purpose to commercialize the most beautiful brands in healthcare.

At M+A, we’ve never played by the industry’s standard playbook, which is one of the reasons we landed #30 on this year’s Agency 100 list. Our foundation is built on designing an agency of the future. An agency that functions as a happy workshop where supremely talented people thrive and succeed in an environment of love and trust.

In the tarot, The Magician stands at a table with the four suits: cups (emotion), swords (intellect), wands (creativity), and pentacles (practicality). The card is a reminder that resourcefulness and versatility are not just advantages; they are essentials in our work. That’s exactly why The Magician spoke to us.

The tarot card also reflects who we are becoming, or a transformation, if you will. With recent moves like our acquisitions of BOLDSCIENCE, HashtagHealth®, and Awaken, we are bolstering our tools to better support the commercialization of our clients’ brands. And just like The Magician, we know that true transformation doesn’t happen by chance. It’s conjured through mastery, intuition, and relentless intent.

So, is it really magic? Or is it 10 years of diverse minds committed to uncompromising standards and to assembling bold new solutions? Well, we’ll let you be the judge of that. But this year we knew when we drew our card, we didn’t want to leave it to chance. The M+agician is simply the clearest reflection of who we are and what we’re becoming.

We don’t guess. We guide. All by design.

It’s that time of year again, Super Bowl Sunday is upon us and brands around the world are scrambling to outdo both their competitors and their former selves. Sure, a couple of teams will play a football game, but the real champions will be the commercials. Super Bowl Sunday is one of the few times during the year when millions of people say to the advertising world: “ok, you’ve got my attention.”

For those few fleeting hours, ads no longer need to fight to gain an audience—they only need to stand out to the one they have. This dynamic has led to some amazing commercials, so we decided to ask our creative team which Super Bowl ads have stood out to them over the years, and in their answers, we saw themes of humor, nostalgia, randomness, shock value, simplicity, and beauty…all of which align nicely with our agency belief that great work should be simple, powerful, and beautiful.

As we gear up for another year of amazing creative during the biggest football game of the year, take a look at some of our favorites from the past.

Alex Moreno, Design - Budweiser, "Whassup" https://www.youtube.com/watch?v=ikkg4NobV_w

“So simple, yet so relatable. It captured the way best friends talk to each other, making it instantly iconic and culturally relevant.”

Sam Perez, Writing - Pepsi, “Pepsuber” https://adage.com/videos/pepsi-pepsuber/474

“This is hands down the best Super Bowl ad in my opinion! Why? Maybe it’s because my Dad and I shared a love for the SNL skit MacGruber. Maybe it’s because MacGruber changing his name to PepSuber is so dumb it’s genius!”

Shaun Williams, Design - Apple, “1984” https://www.youtube.com/watch?v=VtvjbmoDx-I

“This spot is a classic for every art director and designer who has been to portfolio school. They thoughtfully borrowed from some of the visual tropes of the 80s but somehow the story is timeless. I love that the main takeaway is simple, clear, and…at the very end.”

George Morse, Design - Go Daddy, “Perfect Match” https://www.youtube.com/watch?v=DC8jDb7ijb8

“As a nerdy kid who spent much of his early life making websites, this one really gave me hope. I love the gross, awkward simplicity—they don’t make them like this anymore.”

Rachel Harmon, Writing - Always, “Like a Girl” https://www.youtube.com/watch?v=joRjb5WOmbM

“There’s no flashy headline spelling out the strategy. Instead, this spot leads the audience to a moment of discovery on their own—which is such a powerful technique. And the flip of the ad is genuinely surprising, which is so hard to accomplish. But the best part? It hits you so hard in the gut that you don’t even realize that at the end of the day, they’re selling you pads.”

Tom Anderau, Design - Coinbase, “Ad Meter” https://www.youtube.com/watch?v=eIUD_NE1BDo&t=2s

“This is my favorite Super Bowl ad because of its simplicity and minimal design. It breaks through the noise of the competition and plays on nostalgia in a witty, unexpected way.”

Mike Radigan, Writing - Budweiser, “Bud Bowl I” https://www.youtube.com/watch?v=s9k9Bao075c&t=32s

“It was January 1989. The San Francisco 49ers were battling it out with the Cincinnati Bengals on the field, but the real action for me was in Bud Bowl I. The tiny helmets and punny banter instantly drew me in and made me pay attention every time the ad came on.”

Owen Forrester, Writing - State Farm, “Like a Good Neighbaaa” https://www.youtube.com/watch?v=I_WKT3iZCWU

“‘Like a good neighbaaa’ featuring bodybuilder, governor, and acting titan, Arnold Schwarzenegger, is my Super Bowl ad of choice. Its epic scenes were so on brand for his character, and, let’s face it, Arnold saying ‘like a good neighbaa’ is just hilarious. Those words live rent free in my mind to this day—an entire year later! This ad is simple, powerful, and makes me laugh.”

Nell Dobbs, Design - He Gets Us, “Jesus” https://www.youtube.com/watch?v=V4NP3XCOj9Q

“The message of this advertisement is simple yet complicated. ‘He Gets Us’ reminds us that religious values and politics are not mutually exclusive. This TV spot created a lot of chatter and criticism online. But despite our political leanings or spiritual beliefs, we can agree that true love and kindness are unconditional.”

Jonathon Lee, Writing - McDonald’s, “Swing” https://www.youtube.com/watch?v=4MGI-EJQtgo

“I forget when this Super Bowl commercial first aired, but I still remember it to this day. What brand was this? Was it for a baby product? I think the sign of a great Super Bowl commercial is an element of mystery, which this one has in spades; the reveal toward the end is well-earned!”

We hope you’ve got all your Super Bowl snacks ready and within arm’s reach of your go-to spot on the couch because we’re expecting to see a lot more classic creative work this year.

Happy Super Bowl Sunday from the Minds + Assembly team.

At Minds + Assembly, we’re proud to be recognized for our dedication to creating simple, powerful, beautiful work. Here’s a look at the 2024 accolades that have highlighted our journey: Award Wins Fierce Pharma Marketing Awards: Agency of the Year: MINDS + ASSEMBLY MM+M 40 Under 40: Honoree: Stephen Minasvand, Co-founder The Shorty Impact Awards: Still Here: A Caregiver Series (Otsuka) - Gold: Healthcare + Pharma - Bronze: Video Series MM+M Awards: Wired Up (Otsuka) - Silver: Use of Film or Video MM+M Women of Distinction: Honoree: Joelle Friedland, Co-founder MM+M Woman to Watch: Honoree: Alix Rancier, Managing Partner, Chief Creative Officer Award Nominations MM+M Awards: Midsize Healthcare Agency Use of Influencer Marketing: Wired Up (Otsuka) Orphan Product Marketing Initiative: Sadie’s Search Storybook (RETHYMIC) PM360 Trailblazer Award: Company of the Year: Advertising Agency Patient/Consumer Education: Sadie’s Search Storybook(RETHYMIC) Video/TV Campaign: Wired Up (Otsuka) Fierce Pharma Marketing Awards: Medical Conference or Event Marketing: CIDP Daily Ability Lab (argenx) Online Video or Film: Wired Up (Otsuka) The Shorty Awards: Social Good Campaign: Society of Valued Minds (Otsuka) Pharma and Healthcare: Society of Valued Minds (Otsuka) PSA: Unhealthy Connections (One Love Foundation) Nonprofit: Unhealthy Connections (One Love Foundation) Fitness, Health, and Wellness: Unhealthy Connections (One Love Foundation) These achievements reflect the incredible creativity and commitment of our team, as well as the trust and partnership of our clients. Together, we’re reshaping healthcare marketing, storytelling, and education. Be sure to explore more samples of our award-winning work.