Moon Rabbit Lands New Media Practice Leader
Amy Labb arrives at the health-focused agency with nearly two decades of experience.
Indie agency Moon Rabbit has named a new leader to head up its media business.
Amy Labb has come aboard as executive vice president of media at the health- and pharma-focused shop, where she’ll be tasked with overseeing strategy, planning, activation, measurement and performance.
Labb arrives at Moon Rabbit with close to two decades of experience in media, with her work spanning both health and consumer brands. Her career includes stops at Universal McCann, MediaVest—now known as Spark Foundry under the Publicis Media umbrella—and Havas Media Group, and she most recently served as executive media director at Omnicom Group’s Merkley+Partners starting in early 2024.
Over the years, Labb has worked with health and pharma clients like Lenz Therapeutics, New York-Presbyterian and Johnson & Johnson, while her accounts on the consumer side have included Keurig Dr Pepper, Starwood Hotels, BMW and more.
“Healthcare was the foundation of my career and taught me how to earn trust. Consumer marketing taught me how to earn attention,” Labb said in Moon Rabbit’s announcement. “What attracted me to Moon Rabbit was the opportunity to bring those disciplines together.”
She continued, “I believe media has to be part of the conversation from the beginning, helping shape the strategy and creative, not just deciding where the message runs.”
New York-based Moon Rabbit counts a range of major biopharma companies among its clients, including AbbVie, Astellas Pharma, Jazz Pharmaceuticals, Roche and more.
solli’s Final Thoughts
Labb’s broad experience and media philosophy exemplify ongoing trends in pharma media.
Moon Rabbit’s choice to bring on a leader with extensive consumer industry experience showcases how health and pharma agencies continue to draw from the consumer playbook to shape media strategies that reach individual patients, caregivers and clinicians on a much more personal level.
Meanwhile, the new hire announcement also repeatedly highlighted an approach that breaks down the traditional silos between media and creative, with an aim of integrating the two to produce a more cohesive marketing strategy.
That’s increasingly important in the rapidly accelerating pharma media landscape, where new technologies, an emphasis on personalization and access to immense amounts of data mean media and creative strategies overlap more than ever before, as brands seek to target, reach and retain specific audiences as effectively as possible.
