How I Got Here: Matt Mizer, Managing Director, GSW New York

Syneos Health Communications recently announced the expansion of its North American Advertising leadership roles, including the appointment of Matthew Mizer to Managing Director, GSW New York.

Formerly serving as the Growth and Marketing lead for the Syneos Health NA Advertising Group, Matt’s tenure has including leading the oncology portfolio, supporting global blockbuster bands and groundbreaking franchises, and managing new business with win rates of nearly 60%, resulting in significant growth.

We sat down with Matt to discuss his experience at GSW and what he’s looking forward to in this next chapter.

Let’s start from the beginning. What did you want to be when you grew up?

My passion has always been creativity—music, movies, books, and though I never envisioned myself being an author or a musician, creativity is what’s stuck with me my whole life.?

So, as a realistic person does, I decided that I wanted to be a doctor as I headed into college. I liked the science and the idea of helping people, but quickly learned I wasn’t cut out for it.

It’s funny to look back now as I’ve, admittedly unplanned, ended up doing a little bit of both of my early passions.

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How did you get started in the healthcare advertising industry?

?I was home from college for the summer when my sister, who was working at GSW at the time, asked if I wanted a summer internship at GSW. Why not? I remember thinking as my other summer work option was long days working in the family business.

I fell in love with GSW—the energy, the people, the feeling that what we’re doing really matters. I received a call shortly after offering me a full-time position and I haven’t looked back since.

?I never thought I would end up here, but 25+ years later, I’m so glad I did.

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?Wow, that’s a long time! What’s made you stay at GSW so long?

?When I joined GSW, healthcare advertising was at its early stages, and I was able to watch what once was a local agency of 30 grow into a global powerhouse. I’ve been here from the beginning, and through every role transition and promotion, I’ve become more and more enthralled with the growth of not only the agency, but the people I’ve been working with for 25+ years.

?It was an exciting place to work when I started, and that hasn’t stopped since. I never thought about leaving because there’s always been a new project, a new campaign, a new team to build from the ground up. I’ve grown exponentially since I started as a wide-eyed intern, seizing every opportunity I can, but also asking for those opportunities. At GSW, no one will stop you—you just need the courage to ask.

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How have you seen GSW evolve in the?25+?years you’ve been here?

?When I first started, GSW and the healthcare advertising industry in general was focused on feature-based advertising—creating one campaign, printing it out, and handing it to a sales representative with a hope that your ideas resonate.

?Clearly, we’ve changed a ton. Today, our focus is personalized one-to-one communication, with approaches based on human insights, data, technology, and incisive creativity. It’s been exciting to watch this once boutique agency continue to evolve, staying one step ahead of all the technological advances, and implementing behavioral science into the essence of what we do.

?We’re relentlessly looking at how to better the way we work, reviewing our internal pain points and looking externally at the rest of the industry. The evolution has only just begun.

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?What are you looking forward to in this new era of GSW?

?Our offices are more united than ever, focused on a singular vision that’s been proven to be successful. Our new business wins are up. There’s a renewed energy and sense of community amongst employees.

?GSW was founded in Columbus by three entrepreneurs, Gerbig, Snell and Weisheimer, and that same entrepreneurial spirit stands with us today. ?When they created GSW 45 years ago, they saw a need in the market—a need for creativity in healthcare advertising. We’re proud to follow in their footsteps—adjusting, expanding, but never losing sight of our goal: improving patient lives.

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If you’re interested in working with GSW’s team of seasoned healthcare experts, reach out to Melissa Bojorquez at [email protected] to start the conversation.