MINDS + ASSEMBLY | 10.31.24
MINDS + ASSEMBLY acquires groundbreaking digital marketing firm Awaken Interactive
Minds + Assembly today announced the acquisition of Awaken Interactive (“Awaken”), a healthcare digital marketing firm dedicated to advancing digital media, paid and web analytics, technical development, and marketing automation solutions since 2010. This acquisition underscores Minds + Assembly’s commitment to strategic growth and client service, and follows the recently announced acquisition of HashtagHealth®, the first and only social media agency exclusively focused on healthcare brands.
With these recent acquisitions, Minds + Assembly is positioned to deliver on its vision of an integrated healthcare communications and creative commercialization platform that produces simple, powerful, beautiful and singularly effective work for healthcare clients. In less than 10 years, Minds + Assembly has shown no signs of slowing down—growing from a 3-person startup in 2014 to an omnichannel partner of choice with 280+ employees in 2024. This strategic acquisition is yet another transformative moment in the company’s growth trajectory, ensuring that Minds + Assembly will set a new standard for the evolving media landscape.
With the addition of Awaken, Minds + Assembly continues to bolster its analytics and digital capabilities, all in the service of a groundbreaking strategic media offering led by industry veteran Johanna Jarvis, Managing Partner, Media, who was previously Managing Partner at Omnicom Health’s media group SSCG.
Analytics by design
Known for meticulous execution and measurement of web and paid media campaigns, Awaken’s proven processes and infrastructure will open new doors for Minds + Assembly’s clients. Providing tailored, insightful, and strategic counsel by leveraging its advanced analytics dashboards, Awaken excels in areas such as digital media strategy and execution, HCP and patient marketing, analytics, email marketing, as well as search engine marketing.
“The acquisition of Awaken is all by design, like everything we do,” says Joelle Friedland, Co-Founder and Head of Client Services at Minds + Assembly. “We seek partners willing to take educated risks and who aren’t afraid to stand out—Awaken is just that. As we continuously focus on expanding our services to create and commercialize the most beautiful brands in healthcare, Awaken will help solidify our expertise to best support the evolving digital needs of our clients and this industry.”
Awaken brings a high-level of expertise that will transform Minds + Assembly’s website and media analytics services while also expanding on the technical development and marketing automation capabilities. With Awaken, Minds + Assembly will better support clients as they look to measure overall effectiveness of programs across paid, earned, and owned channels and seek out and execute first-party, data-driven programs to activate patients and HCPs.
“We are immensely excited to be a part of the Minds + Assembly team,” shares Kelly McNicol, Chief Executive Officer of Awaken. “Joining forces with Minds + Assembly will allow us to enhance their digital media, analytics, and execution capabilities and service offerings, while also providing our clients access to a larger, more diverse organization that can offer additional resources, tools, and opportunities for growth. We will use data-driven solutions to translate complex science into clear, actionable insights, and opportunities that drive client success.”
Minds + Assembly is backed by Amulet Capital Partners, a private equity firm focused exclusively on the healthcare sector. Together, they are excited to accelerate Minds + Assembly’s growth in the market by strategically adding even more best-in-class talent and expertise to the commercialization platform in the coming months. With Minds + Assembly continuously on the forefront of healthcare communications and marketing innovation, there’s no telling what’s next for this industry leader.