Creating innovative campaigns in HCP, DTC, and consumer, specializing in oncology and rare diseases.
Bruce Gifford
FCB Health - New York, NY 2021 – 2024
sVP/Creative Director
• Employing a high-energy, storytelling approach to produce award-winning work in digital, social, video, and print for HCP and consumer segments
• Successfully launched EPKINLY (lymphoma), MAYZENT (multiple sclerosis), VABYSMO (macular edema), and ZOLGENSMA (spinal muscular atrophy)
• Mentoring junior creatives, enhancing their concepting, presentation, and leadership skills
• Advising clients on strategic direction and emerging digital trends to engage non-traditional messaging and social campaigns
• Driving multiple new business wins, while securing budget increases through innovative creative ideas and compelling client presentations
Merkley + Partners - New York, NY 2018-2021
VP/Creative Director
• Managed all agency healthcare accounts, including broadcast TV for ZILRETTA (osteoarthritis), original and impactful social campaigns for QVAR (asthma),
and HETLIOS (non-24)
• Engaged Search Engine Marketing and SEO with heavy social efforts for consumer brands
• Earned MM+M award for outstanding digital work on ZILRETTA
• Supported Mercedes, White Castle, and BIC pens in digital and social campaigns
McCann Health - New York, NY 2016-2018
VP/Creative Director
• Created HCP and patient campaigns for OPDIVO (non-small cell lung cancer), BENRA (eosinophilic asthma). and multiple new business pitches.
• Developed Search Engine Marketing matrices with heavy social efforts for patients
Harrison/Star New York, NY 2015-2016
Creative Director/copy
• Directed HCP and patient work for digital work on LENVIMA (kidney cancer, liver cancer, endometrial cancer), KEYTRUDA (endometrial cancer), POMALYST (multiple myeloma),
HALAVEN (metastatic breast cancer), EISAI (non-small cell lung cancer), STEGLATRO (Type 2 diabetes)
SmithGifford - Washington, DC, 2004-2012
Founder/Chief Creative Officer
• Founded and scaled a startup advertising agency to a $15 million enterprise with a national client base before successfully selling the agency and relocating to New York City.
CLIENTS: Identity Guard, Roy Rogers, National Geographic, Inova Healthcare, Bon Secours Hospitals, Prometheus Labs
GOODBY SILVERSTEIN & PARTNERS - San Francisco, CA 1996-1999
Copywriter
• An intense 4 years of amazing creative, 2 Superbowl ads, and a Cannes Lion. Pitched and won $80 million Discover Card account
• ACCOUNTS: Nike, Budweiser, Hewlett Packard, Starbucks, E*Trade, 7Up, Wall Street Journal, Unilever
Research Lab Assistant
Yale School of Medicine - Department of Neurosurgery
June 1984-September 1984
Assisted researchers in the study of dendrodendritic synapses in neonatal brain development. Data analysis, tissue mounting, laboratory prep, supply inventory.
Awards
Cannes Lion
Gold Effie
MM+M Award
One Show
Radio Mercury Awards
Best in Show - The Richmond Show
Best in Show - DC ADDYs (4 years in a row)
Show South
Hatch Awards
San Francisco Show
FunniestAdsOnTV
Honors & Activities
AdWeek "All Star Writer" of the South
ADDYs Judge, 2009, 2013
Guest Lecturer, Miami Ad School, George Mason University
SmithGifford voted "Best Places to Work in DC" 2006
Personal
Professional beekeeper with hives on the roof of MoMA, Brooklyn Museum, and MAD museum in New York City. Created pharmageddon.nyc, a satirical site about bad pharmaceutical advertising. Wrote a book for parents about questions kids ask called ”Just One More Question.”