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.
  • However, Klick Health retained media AOR duties.
• 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 buzzfeed.com (17%), drugs.com, answers.com, weather.com, and dictionary.com.
  • 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.