Hello!
WelcometoBigArrow Group
As a strategicplanning and communicationsagency,we are distinguished byour focus in business-to-businessand regulatedmarkets. We converge unique insights acrossmarkets that helpour clients connect with, engage, and retain their target audiences. See how direction&velocitysets us apart.
OurPromise
Big Arrow isbuilt to move quickly – assessing situations,setting priorities,and delivering impactfulsolutionswith clarity and confidence.Ourdepth of experience allows us to cut through complexity and get to the answers that matter. Our promise? We help get you Further. Faster.
We’re ProudofWhatMakes Us Different
We focus onconvergenceoflearnings and experience frommanycategoriestocut through thenoiseand make atangible differencefor our clients at anaccelerated pace. Weassess situations quickly,set clear priorities andtake decisive action.
Our servicesinclude strategicplanning, brand identity development,messaging, creative development, and communications planning and execution. As categories evolve,sodothe needs todistill complex informationintobolder, laser-like solutions that movebusinesses forward. We commit toappreciate, innovate, and deliver resultseveryday—andineveryway.
Weputourcross-category experience towork for you
Hospitals & Specialized Care
Weaggregateandapplythe most innovativeand effectivemarketing solutions to:
Assesssituations quickly Set clear priorities Takedecisiveaction
Associations &Advocacy
WeOptimizeOnline EngagementtoFind,Start, andKeepPatients
Our teamsoffer omni-digital marketing strategy,activation,and optimization servicestoraisedisease brand awareness decrease time todiagnosis.
Our fully-staffed, responsive,and experienceddigitalmedia teamis certified on the latest platforms to help drive online engagement.
WhatClientsSay
“Big Arrow brings a boardroom perspective to marketing and a marketing perspective to the boardroom.”
”Quite simply, the best brand strategists I’ve ever had the good fortune to work with.”
Chief Marketing Officer Regional Medical Center
“Big Arrow brings experience from many regulated industries, providing insights not typically found in agency partnerships.” VP, Communications Healthcare
“If you seek smart, strategic, creative marketing solutions...Big Arrow Group will deliver.”
SVP, Marketing Regional Hospital System
Relyonourstrategicprocessor customizeittoyour needs. Either way,youwillgetfurther,faster.
Experiencewithall formsofhealthcare deliveryandcontent development
Analyzeclientstatus, categorystatus; determines unmet needsand bestbrand equities
Insightscreatea differentiatingvalue propositionand strategic communications plan
Executeintegrated campaigns that reach, engage, and activate targetaudiences.
Analyzedata points to measuresuccess and fine-tunechannel strategiesand content
KickOff Timeline Process& Alignment
BrandStatus & Goals
Benchmark Time-ToTreatment
Vision & Mission
Naming& Visual Expression
Disease Information Needs
Branding, CoreCreative & Design
Find-Start-Keep-Support Strategies
Messaging& Brand
Narrative Design
Launch & Channel
Planning; Digital Tactics
Media Planning& Buying
Metrics & Analytics
Reporting Optimization Refinement
OurLeadership
MichaelMarino
Founder &President
Michael startedBig Arrow Groupin 2004 to converge the disciplines of strategic planningand communications to identify and activate customer insights faster and more economically. Before Big Arrow, Michael served as Chief Strategy Officer of Manning, Selvage & Lee Worldwide (consulting, crisis, and PR), Managing Director of Masius (digital and B2B), and President of Medicus/DMB&B offices in New York andLondon (healthcare), all part ofthe Publicis Groupe.
He has envisioned and launched new brands for Aetna, Accenture, Bayer, BioMarin, General Motors, Hansa Biopharma, MasterCard, Northeast Utilities, Northwell Health, Philips, P&G, andSanofi. At BigArrow, Michael is responsible for overseeing creative development andstrategic planning. He gained both his clinical andscientific points of view after spending six years as aresearcher andclinician for the New York Jets, Rangers, Knicks, and Joffrey Ballet. He also spent 12 years practicing at Lenox Hill Hospital, Hospital of the University of Pennsylvania, Northwell Health, and private practice.
He currently lives in France and manages allEurope-based clients.
BillMulligan Senior Partner
Bill’s experience has encompassed all phases of communications, including strategic planningand integrated program development on adomestic as well as global basis. His expertise is uncovering distinct and effective brand and corporate positionings that leadto effective strategic and creative solutions to increase revenue and build customer loyalty.
He startedin the early days of “integrated marketing” and has been a driver with every aspect of the evolving communications landscape, right up to today’s workwith data analytics, AI, and omnichannel communications. Bill held significant roles (from Account Executive to CEO) at Medicus/DMB&B, Warwick Baker O’Neill, J Walter Thompson, Ogilvy Healthcare, andChameleon Group/HCG. His experience is with a broadset of categories, including food, fashion, technology, package goods, OTCs, and pharmaceuticals, across all classes oftrade. Bill has helped build brands with Procter & Gamble, American Express, Unilever, Panasonic, Lexmark, Bausch and Lomb, even Fruit of the Loom. In healthcare, he’s partnered with the Top 20 pharmaceutical companies, including J&J, Pfizer, Bayer, Eli Lilly, and Novartis, across all elements ofthe communications continuum.
AJ Marino ManagingDirector
As Managing Director, AJleads all facets of operations and client relations for the agency. Before joining Big Arrow, AJ managed key agency accounts for the health, sports, and entertainment pillars at BSSP, leading integrated campaigns and driving results for brands such as Blue Shield of California, ESPN, First Hawaiian Bank, FootJoy 2K, and Blizzard Entertainment. His expertise in each department, from strategic planning to production, creative development to data and analytics, provides a unique vision, precision, and result-oriented focus to the agency.
Earlier in his career, AJwas an Emmy Award–winning producer at Good MorningAmerica, where he operated in high-pressure environments and delivered compelling stories to millions of viewers every day. His diverse background provides afoundation for fruitful client relationships andeffective cross-functional leadership.
AJ lives in MillValley, California. In his spare time, you’ll likely find him playing fetch with his dog, named Bird.
