Calcium+ is launching oncology marketing arm Amino, the company announced Wednesday.
Amino will strive to provide its clients with a marketing approach supported by the agency's expertise in oncology, strategy and creative services.
Josh Reiter is expected to lead Amino as deputy chief executive officer and report to Calcium+ Group Chairman Greg Lewis. Reiter previously served as Senior Vice President and Chief Creative Officer at Calcium, winner of the MM+M Agency 100 award in 2022, before moving to Evoke as Senior Vice President and Group Creative Director in 2021.
Amino's debut came shortly after Calcium launched Calcium + Company with the aim of uniting the various divisions under one roof. Along with that comes Protein, a health and wellness PR arm that will offer “strategic advice, integrated storytelling, and audience engagement services” and will be led by industry veteran Stacey Gandler.
"Amino represents an extension of our 'familiar food' DNA into the oncology world," Lewis said in a statement. "With Josh leading a passionate team, I'm excited to see the stories we'll help tell in this very important category."
A year ago, Calcium also launched Vitamin MD, a medical communications division led by Brad Kuosig and Lauren Lazar.
Amino's management team will also include Chris Watson and Tim Wisniewski. Reiter, who previously assisted Calcium in oncology development, will return to the company after working on Evoke.
"Today, oncology brands and companies need to cut through the noise with a fully integrated, personalized approach that builds strong, long-term connections with healthcare providers, patients, care partners, and communities," Reiter told Reiter in a statement. . “With Amino, I am thrilled to return to the Calcium family to be part of this team of skilled storytellers, a team that has perfected a unique methodology, combining scientific pedigree with unparalleled oncology marketing expertise.”
According to the MM+M 100 Agency Revenue Chart for 2022, Calcium's revenue grew 38% from $35.9 million in 2020 to $46 million in 2021. The number of employees also increased from 130 in 2020 to 139 in late 2021. The company received funding through a partnership with private equity firm NexPhase Capital. “We can do what we've always done – which is to invest in ourselves and our people – but at such a high level ,” said Calcium founder and president Steven Michaelsont.
