Kate Cronin

Chief Brand Officer
Moderna
US

Facing a surging demand for its Covid vaccine in June 2021—as well as all the issues surrounding vaccine hesitancy—pharma giant Moderna needed an experienced healthcare communications professional at the helm of its communications team, and turned to Kate Cronin, former Ogilvy Health CEO, as its chief brand officer, responsible for guiding its communications at a time of immense growth.

Cronin assumed the newly-created role after 17 years at Ogilvy, having been appointed CEO of integrated agency Ogilvy Health in 2020. Cronin previously held a number of roles at the agency, including Ogilvy Public Relations global healthcare practice lead, managing director of Ogilvy PR’s New York office, and co-president of Ogilvy Health in the US, leading campaigns for BMS, Boehringer Ingelheim, Merck, Pfizer and others. Prior to Ogilvy. Cronin held roles in healthcare public relations at Porter Novelli and specialist agency Wang Associates.

At Moderna, she has balanced the need to address serious issues around vaccines and developments in MRNA with a desire to “show up differently in unexpected place” at events ranging from the US Open to iHeart Radio festival. “We think differently because we are not a traditional pharmaceutical company. We work at the intersection of pharma, technology and science,” she says. “But we also show up like a consumer company.”

Can you share a moment in your career when you saw PR's direct impact on business performance?
We launched a heartburn medication and the client had the greatest first day sales in history. This was all due to PR. The advertising campaign launched a few days later.

What are the communications industry's biggest challenges and opportunities in the year ahead?
The biggest challenge and opportunity is how to integrate AI into our daily work routine. Some agencies are doing it but overall, I feel we are leading it more. This is an opportunity for the entire industry to lead the way.

What have you most admired about the communications industry over the past year, and what has disappointed you?
Disappointed that comms isn't leading the AI charge. Admire that they remain more nimble than ad agencies. Concerned that they will cede ground/work to other agencies who are not PR specialists. Influencers are important but understanding media and true journalism is still very important.

What work from your team are you most proud of over the past year?
Our ‘Ashe vs’ campaign.

How have you switched off from work and maintained wellness over the past year?
Work stays with me. I don't fully switch off, ever. I love what I do so I think about it even when I'm off. I am careful to not call anyone etc when I'm away – I want to set an example. I exercise several times a week and I walk to and from work which is about 2.5 miles a day. so that keeps me alert!

Which book/movie/TV show/podcast/playlist/other cultural source has helped you get through the past year or provided inspiration?
I loved Succession. Now I'm watching House of the Dragon (not in love though). I enjoy the podcasts Acquired and SmartLess, which I listen to when I walk.

If I wasn't working in marketing/communications, I would be...
Luxury home builder. I love designing homes. I've done it several times for my family and I really enjoy the final product!