Behavioral Insights Prove to Be a Draw Not Only For Brands, But Also For Healthcare Marketing's Top Talent.

MicroMass Communications Taps GSW Veteran Jamie Cobb as ECD 

CARY, N.C. -- For more than a decade, MicroMass Communications' behavioral approach to relationship marketing has attracted leading brands in the healthcare industry. Both the agency and the brands it serves have realized increasing success due to the unique approach. But the agency also is experiencing a positive side effect -- attracting some of healthcare marketing's top talent. Most recently, Jamie Cobb, formerly senior vice president, international creative director for GSW Worldwide, joined MicroMass as its new executive creative director.

The addition of Cobb to the MicroMass team is representative of the attention the agency is attracting from its unique approach via behavioral science. "The agency has been successful in recruiting high caliber talent from some of the top agencies across the country, including Ogilvy, CommonHealth, IMC2, Rapp Collins, McKinney Silver and now GSW Worldwide," said Jay Bigelow, president. "We are finding that these individuals are attracted to MicroMass' fresh perspective on healthcare marketing through its behavioral science-based methodology, as well as our inventive, team-focused and results-oriented culture."

As executive creative director, Cobb oversees the agency's creative strategy, manages its 30 plus creative services group and serves as a member of the executive leadership team. In his most recent role at GSW Worldwide, Cobb led the team that developed and implemented global business across the agency network. Prior to that, Cobb was senior vice president worldwide group creative director, where he was an integral part of the development and roll out of a new creative process. This process has enabled GSW to uncover key insights for award-winning creative. His impact paved the way for GSW's 2006 and 2007 MedAd News Agency of the Year recognition. Cobb's pharmaceutical brand experience includes Gemzar, Alimta, Humalog, Fuzeon, Cymbalta and Xigris.

"Jamie is a proven creative leader and change agent," added Bigelow. "His extensive background in pharmaceutical creative strategy brings an exceptional level of service to our clients."

"MicroMass has a foundational expertise in building enduring customer relationships using behavioral insight," said Cobb. "I am excited about the opportunity to add my experience in building global brand platforms to MicroMass' proven methods to expand the creative potential of traditional relationship marketing."

The agency is out to prove that groundbreaking work can come from deep consumer insights and highly relevant communications that engage and motivate behavior change and has an aggressive business development plan to get there. "Jamie's been an integral part in taking agency creative to the next level," said Bigelow. Under his leadership, MicroMass will realize its full creative potential and will continue to be a growing force in the healthcare marketing arena."

About MicroMass Communications, Inc.

Based in Cary, N.C., and Morristown, N.J., MicroMass Communications, Inc. uses behavioral science-based insights to engage customers and create long-lasting relationships founded on reasoned understanding and emotional trust. The relationship marketing agency has served clients in the pharmaceutical and healthcare industries for more than 10 years and has experience in more than 30 therapeutic categories. Agency work spans the full RM continuum including acquisition, conversion, medication adherence and brand loyalty/retention programs and has unrivalled capabilities in applied behavioral science, tailored content, predictive modeling and tightly integrated communications programs. For more information about MicroMass, visit www.micromass.com or send an e-mail to [e-mail].