minds + assembly

minds + assembly

minds + assembly was co-founded by Geoffrey Roche, a veteran creative director who previously led healthcare practice at agencies including Havas and McCann Health. The firm operates out of New York and concentrates on brand identity, advertising, and creative strategy for pharmaceutical, biotech, and healthcare clients. Its work covers positioning for pre-launch molecules, global oncology brand campaigns, rare-disease awareness, and academic medical center rebranding. The firm structures engagements as retained agency-of-record relationships alongside project-based sprints. Its asset-class exposure sits entirely in marketing services for regulated healthcare sectors. Publicly credited work includes branding for the blockbuster multiple-sclerosis drug Ocrevus (Genentech), positioning for Novartis oncology portfolio treatments, and identity systems for Northwell Health and Mount Sinai Health System. The shop acts as a direct competitor to large holding-company healthcare units while maintaining a single-office footprint in New York. Roche leads the creative practice personally, with no disclosed outside capital partners. The professional headcount is not publicly confirmed. The firm has not launched adjacent consulting, media-buying, or venture-studio vehicles. In May 2024, the agency was named a lead creative partner for a global pharmaceutical account (per Ad Age, May 2024). The structural differentiator is domain concentration: minds + assembly is among the few independent creative agencies that competes for global healthcare agency-of-record mandates purely on brand craft—not on media-buying scale or holding-company bundling. That posture requires winning pitch-for-pitch against firms with orders-of-magnitude more headcount, and surviving means a portfolio deep enough that three of the top ten global pharma marketers have appeared on the client roster.