Case Study
Agency of Record – When ‘Good Enough’ Isn’t Good Enough Anymore
A fast-moving oncology biotech was sensing early signs of stagnation in its agency relationship. Creative wasn’t keeping pace with the science. Omnichannel strategies felt assembled, not designed. Data was captured – but not used to inform strategy, shape message, or drive HCP and caregiver engagement. The internal team didn’t have the time or functional depth to rebuild the model themselves – and needed more than just RFP support.
What began as minor frustrations – slower reviews, fragmented execution, and unclear performance signals – quickly exposed a deeper problem: the agency wasn’t evolving with the company. Creative lagged behind the science. Omnichannel strategies felt assembled, not designed. And while data was technically captured, it wasn’t being used to inform message, shape strategy, or drive HCP or caregiver engagement.
InTension led a high-speed, high-rigor sourcing process that:
- Created intense but healthy competition, evaluated integrated agencies' future-focused capabilities, partnership potential and value delivery across creative, omnichannel, analytics, and medical
- Identified teams that challenged assumptions and embedded outcomes into every deliverable
- Set foundations for client shift from reactive execution to forward-planning with insight-led cadence
- Established a project rhythm that drew real, differentiated insights beyond a pitch: about the players and their capabilities
- Activated a partner that worked the way the client worked – fast, lean, ROI-focused
Unified strategy, creative, digital, and analytics into one insight-driven operating rhythm
Embedded performance ownership into agency deliverables – outcomes, not just activity. Replaced reactive execution with future-ready planning that returned control to the internal team
Restored confidence across leadership that the agency could match scientific pace and commercial ambition
Delivered leaner, faster execution aligned to brand growth and ROI – not just compliance
