Evoke gathers all its agencies under one brand for 1-stop shop

Evoke Health is now just Evoke. The health and wellness agency Monday moved with its sibling agencies under a single brand umbrella to simplify its structure and create a one-stop shop for pharma and healthcare clients.

The Evoke Group agencies moving along with Evoke Health include Firsthand, Fabric, Traverse HealthStrategy, Nitrogen Health, Tonic Life Communications and AboveNation Media. The recently acquired Giant Creative Strategy agency will be renamed Evoke Giant.

"The healthcare landscape is far more complex and complicated than its ever been for our clients—as well for consumers and healthcare professionals and payers. Because of that increased fragmentation, clients are struggling to navigate that and we think there’s a huge opportunity," said Reid Connolly, CEO and founder, who will continue in the same role.

Also driving the move is the client trend of pushing for efficiencies by consolidating with fewer agency partners.

Removing the word "health" will not change the agency’s focus on health and wellness, Connolly said. When asked why the name change, he lists two reasons—most clients already call the company Evoke, not Evoke Health, and he wanted all 550-plus employees across agency groups to be invested in the new entity.

"It was important for me to show everyone who is a part of this new brand that everyone is not just going to be part of Evoke Health. We’re all building something new together—a new agency brand that everyone will be a part of," he said.

Instead of acting through separate agencies, Evoke will focus on six core expertise areas: professional; consumer and patient marketing; market access; PR and influence; media; and consulting.

The current head of each specialized agency will now head up that specialty within Evoke. For instance, Joe Clark, who was CEO of global agency Nitrogen in London, will be Evoke’s president in Europe, and Maryellen Royle, who was CEO of public relations and influencer agency Tonic, will be Evoke’s president of PR and influence. (See the full list of leaders here.)

Along with the move to a single name, Evoke, which is part of Huntsworth global healthcare and communications group, unveiled a new identity, logo and website. Evoke works with 18 of the top 20 pharma companies in the world.

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