Real Chemistry Consolidates Media Team After Acquisitions

Following the addition of a pair of media shops to its network, Real Chemistry is unifying all of its media capabilities under a single offering. 

The newly introduced Real Chemistry Media encompasses the agency’s legacy media and omnichannel teams, as well as those from Greater than One and Spring & Bond, which Real Chemistry acquired in July and October of last year, respectively. 

With that integration, the media group is now organized around a shared focus on offering tech-led solutions to healthcare and life sciences clients. Among those offerings, per a Real Chemistry release, is a proprietary omnichannel orchestration platform enhanced by Amazon Web Services’ cloud and AI services. 

The practice now comprises around 450 media experts, with support from more than 150 data and analytics staffers. It’s led by president Elizabeth Beringer, previously the president and founder of Spring & Bond. Joining her on the executive team is another Spring & Bond vet, Jeff O’Connell, as chief technology officer, plus Greater Than One alums Amanda Powers-Han as commercial chief and Preston Taylor as chief operating officer. 

“Advances in AI and other technology are enabling a different future for omnichannel activation, and traditional media agencies weren’t built for where the industry is heading,” Beringer said in a statement. “The pace of change in our industry, and the expectations our clients face, require a fundamentally different model. So instead of reacting to the future, we are building it—alongside our clients and with an expert team and a culture that continues to raise the bar.” 

solli’s Final Thoughts 

The formation of Real Chemistry Media highlights a few powerful trends in pharma media. For one, media teams—and agencies as a whole—are increasingly looking to break down siloes within their operating models in an effort to streamline and standardize the entire lifecycle of omnichannel strategy development, activation and measurement across teams. 

For another, the focus on tech-led solutions is echoing across the entire industry. Agentic AI and advanced data analytics tools are rapidly overhauling existing workflows. If implemented wisely, they have the potential to make media teams more agile, omnichannel execution more precise and measurement more instructive, so long as they operate within crucial guardrails around privacy, transparency and traceabilit