In March 2025, CG Life unveiled a new creative direction. It seeks to capture all the ways we’re uniquely built to guide biopharma and life science companies to launch. This direction reflects that we’re locals — those resident guides that can help you navigate unknown terrain with wisdom, care, and purpose. Below are some snapshots of how this concept manifests across our team.
“You have to earn being a local,” says CG Life VP of Social Media Adam Daley (who also happens to be a New Yorker). “It takes time. Lots of it. And the experiences that come with that time. You use that time to venture off the beaten path. Meet new people from places you have never been. Learn from them and allow them to lead you in new directions. You make mistakes. And learn from them. You have scars.
Eventually, you don’t need a map because you prefer the places that aren’t on the map. You know the threats and the opportunities. You anticipate challenges and have a plan to overcome them. And you find ways to scale it, customize it, and repeat it with more efficiency and confidence.
This is our experience with rare diseases. Our team has been helping rare disease patients, families, advocates, researchers, and drug developers tell their stories for nearly three decades. We have experienced failure. And that means we know how to succeed. We are locals.”
For Associate Director of Paid Media Marc Bury, “The paid media world is a moving target––think disappearing cookies, AI and new platforms—but we’re the locals who’ve mastered the map, keeping your campaigns at the forefront.
We’ve mastered the art of turning complex science into compelling campaigns because we know how this audience thinks and where they are—we live in their world every day. As locals, we know which publications scientists and experts actually read and which ad platforms the decision-makers trust, because we were figuratively born and raised in this space.”
The message: “Trust a local to guide your media strategy, because we’ve got the insider map to this industry—every shortcut, every pitfall, every gatekeeper. We have seen it before.”
Stephanie Konecki, PhD, Scientific Communications Lead, is a native to research cancer and immunology labs (as well as to a literal bioinformatics “closet”).
To Steph, “Locals are natives of the world of science rather than tourists experiencing it on a fun vacation. We live and breathe this field and love to see our clients light up as they realize they’re working with a team that knows their world. They don’t have to simplify technical language for us—instead, we are ready and excited to roll up our sleeves and dive in alongside them.”
“I see my Strategist role as both the map maker and navigator—leveraging deep local insights to craft bespoke, omnichannel strategies that guide every individual journey with precision and care,” says Abby McCormack, VP of Digital Strategy.
“We help our clients see the forest through the trees by revealing the broader picture hidden within the details, transforming complexity into clarity. Our tailored approach ensures that each client’s vision aligns with their unique needs, charting a cohesive course toward successful and effective outcomes.”
Chad Gale, Group Account Director’s take: “In many ways, our clients are looking to take a trip. They know they need to go somewhere – but they aren’t exactly sure how to get there or what they should do to make it the best trip possible. At CG Life, we take years of relevant experience and help clients build their perfect itinerary–– one that we know is realistic and that avoids the classic pitfalls (tourist traps), takes care of the logistics (1-2- year road mapping, technology assessment, realistic budgets, and timelines) and lets the client focus on the end results. We’re driven by the details. Our experience is elite. Everyone has a great pitch, but what happens when things don’t go as planned?
Our digital transformation work is a little bit like mountain climbing. For any specific mountain, a lot of people know the basic skills, how things should go, what gear to have, how to train, etc. However, knowing a specific mountain (or region) adds countless benefits. That climber knows the terrain, the weather patterns, specific trails or routes, danger areas, and more. That context makes a world of difference when it comes to planning and pivoting throughout the journey. We have an edge because we’ve climbed this mountain before.”
“As a Creative Director, I often feel like I’m speaking a different language than “the others” in the biotech world,” says Emily Ivey, CG Life Group Creative Director. “I’m surrounded by businesspeople, scientists, operational thinkers—all experts in their own right; however, creative is not their native tongue. But it’s mine. The magic of being a local happens when I can translate to others what the creative is saying and demonstrate the value of what creative can do. Every client has a story and good creative can pull the levers of logic and emotion to tell it in a way that is relevant, authentic, and memorable. I truly love helping clients discover what a smart and stellar creative campaign can do for them and their goals!”
Explore the CG Life website to see how our new campaign comes to life!
