Campaign Imminent: Indivior taps new creative, strategy, & digital AOR; retained media AOR (Score 61)

Sales Lead: Pharmaceutical company Indivior recently named McKinney as its US creative, strategy, and digital AOR.

  • The agency will start by enabling Indivior's omnichannel customer engagement.
  • McKinney will focus on promoting a nimble, interactive, and forward-thinking market and on doing so with precision.
  • McKinney's remit includes Indivior's US Addiction Sciences and US Behavioral Health businesses.
  • This shift replaces incumbent agency partners Klick Health, Area 23, and Havas Tonic.
  • The company will likely:
    • Shift strategy
    • Launch a new campaign
    • Seek additional new agency partners
  • Target demographic
    • ​​​​​​​Consumers of all ages, especially people with addiction, people with serious mental illnesses, and their family members

Recent leadership shifts:

  • This announcement closely follows Indivior's hires of US marketing VP John Bartone (October 2022) and executive marketing director Marie Brown (March 2023).

Additional spending insights:

  • Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
    • YTD spend: Indivior has allocated roughly $355.4k toward digital ads YTD, a huge decrease from the roughly $2m allocated by this point last year.
    • YTD data: So far this year, the company has earned around 127.1m digital impressions, 82% via mobile display ads, 14% via desktop display ads, and 4% via YouTube ads.
      • ​​​​​​​​​​​​​​Indvior has placed most of this year's mobile display ads via Google AdX + AdSense (92%) onto site destinations such as (17%),,,, and
    • Last year: In 2022, the company's approximate full-year spend decreased by 18% to $5.1m from that of $6.2m in 2021.
  • Additional channel insights  
    • The company utilizes digital and print (magazines).

Additional agency insights:

  • Opportunity: Get in touch soon to offer PR, multicultural, influencer, and/or experiential services in case additional roster shifts follow this one.
  • Current agency roster:
    • ​​​​​​​​​​​​​​McKinney: Creative, strategy, and digital AOR (May 2023)
    • Klick Health: Media AOR (Retained May 2023)

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.