Overview

Company Summary

The Crosby team is passionate about helping clients Inspire Actions That Matter™ – actions that positively impact people’s lives and contribute to the greater good. Crosby helps clients make powerful connections with their customers, constituents, and communities to shape attitudes, inspire behavior change, and motivate action. The firm's award-winning campaigns, which integrate paid, earned, shared and owned media, have touched the lives of virtually everyone in America. The firm has specialized practices in Healthcare, Government, Nonprofits and Causes, and Military and Veterans. Crosby is a Google Premier Partner, #22 on O’Dwyer’s national ranking of PR firms and #10 for healthcare PR, and a member of the PR Council, American Association of Advertising Agencies (4As), and the Diversity Action Alliance. The firm has offices in Maryland’s state capital of Annapolis and in Washington, D.C. To see case studies and capabilities, visit www.crosbymarketing.com.

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Staff

Total Number of Employees

Office Employees: 101-200
Total US: 101-200
Total Worldwide: 101-200

Raymond Crosby
President and CEO
Raymond sets the strategic direction for one of the country’s leading integrated communications firms. He is the guiding force behind Crosby’s mission to Inspire Actions That Matter™, helping clients positively impact people’s lives and contribute to the greater good.

For more than 30 years, his creative thinking has helped leading national nonprofits, healthcare organizations, federal agencies and consumer brands measurably improve their reputation, business results and social impact.

Raymond’s emphasis on building a strong culture of collaboration, client focus, and creative excellence has resulted in client tenure and staff tenure that far exceed industry averages. Through consistent growth under his leadership, Crosby now ranks #22 on O’Dwyer’s list of largest independent firms, and #10 for Healthcare PR, and is recognized as a leading marketing firm serving the federal government. The firm has also been named a Top Workplace by The Washington Post for six straight years from 2017 through 2022.

Raymond has been named one of the region’s top CEO’s by The Washington Post and is a three-time winner of an Influential Marylander award from The Daily Record for making a significant impact in the communications field and throughout the state of Maryland.

He serves on the Council of Governors for the Mid-Atlantic region of the American Association of Advertising Agencies (4As), was a past chair of the Anne Arundel Chamber of Commerce, and volunteers his free time to a broad array of community causes.

As testament to its commitment to giving back, since 2015 the firm has donated more than $3 million to charitable causes. In 2022, under Raymond’s guidance, the Crosby Scholars program was developed in partnership with Anne Arundel Community College to create greater opportunities for underrepresented students from diverse backgrounds to pursue degrees and careers in Advertising & PR.

A lifelong resident of Annapolis, Raymond graduated from the University of North Carolina at Chapel Hill, with a BA degree in Radio, Television and Film. At Carolina, he played lacrosse on two NCAA National Championship teams.

Rob Schnapp
Executive Creative Director
Rob believes that strategically-fueled, beautifully-executed big ideas can drive meaningful change and marketplace impact. He inspires Crosby teams to bring boundless curiosity and passion to develop integrated, high-performing campaigns for purpose-driven brands and causes.

Prior to joining Crosby, Rob held executive creative leadership positions at Young & Rubicam and Coyne PR, creating countless regional, national and international campaigns for leading brands. He developed iconic work including “Could’ve Had a V8,” and “The Snack That Smiles Back” for Pepperidge Farm Goldfish, and award-winning efforts for the NFL Players Association and Humana.

Rob is especially proud of inspirational work on behalf of causes including Breastcancer.org, Food Bank For New York City, Semper Five/Marine Raider Foundation, and United Negro College Fund. He even made a Super Bowl commercial for Youth Smoking Prevention and worked on a powerful, award-winning documentary on opioid addiction.

He is a graduate of Syracuse University, a former President of the New Jersey Ad Club, and served as an Adjunct Professor at Montclair State University’s School of Media & Communications. He has also led high-profile industry panel discussions featuring top advertising and marketing professionals.

Rob is a lifelong New York Rangers fan, can talk for hours about The Beatles, and loves to make his wife laugh.

Anna Zawislanski, MPH
EVP, Government Practice Co-Leader
A seasoned communications strategist, Anna has helped address some of the Nation’s most pressing health issues, including cancer, stroke, kidney disease, obesity, pandemic flu, and mental health. She offers Crosby clients deep expertise in public health, health communications, and social marketing, and especially in the translation and dissemination of evidence-based messages that help drive improved health outcomes.

Crosby’s clients have included the National Institutes of Health, U.S. Department of Agriculture, Centers for Medicare and Medicaid Services, Centers for Disease Control and Prevention, Agency for Healthcare Research and Quality, and Health Resources and Services Administration.

Prior to joining Crosby, she served as Senior Vice President and Director of Public Health at Ogilvy Washington and as an Account Director at the American Institutes for Research.

Anna received a Master of Public Health degree from San Diego State University and a Bachelor of Science in Communication Studies from Northwestern University. She lives in DC with her husband, two children, and an American Bulldog. When not working or driving kids to activities, she can be found at a hot yoga studio.

Denise Aube, APR
EVP, Healthcare Practice Leader
Denise brings a wealth of brand building, healthcare communications experience, strategic thinking, and contagious drive to help clients succeed. She leads multi-functional Crosby teams and strategic partners in the creation of research-based, fully integrated communications programs for a variety of healthcare organizations, government agencies, associations, and nonprofits.

With 30 years of experience, healthcare is second nature to Denise, having counseled clients such as Kaiser Permanente, Ameritox, Department of Health and Human Resources, the Veterans Health Administration, Adventist Healthcare, Saint Agnes Hospital, FamilyWize, ITL Corporation, Sagepoint, PinnacleCare, Maryland Primary Care Physicians, the National Committee for Quality Assurance (NCQA), the Committee for Affordable Quality Healthcare (CAQH), and Blue Cross Blue Shield.

As the leader of our Health practice, her expertise spans the full continuum of care from prevention and wellness to primary care, tertiary care, clinical and health services research, chronic care management, and long-term care/aging services. She has directed programs that successfully engage every possible healthcare stakeholder from consumers, to caregivers and clinicians, to donors, policy makers and payers. These programs range from B2B, B2C and B2G and include knowledge transfer dissemination, clinical service line promotion, consumer enrollment programs, clinician engagement for quality improvement, digital health initiatives, patient education and clinician support services, and a variety of initiatives designed to influence healthy behavior among at-risk populations including tobacco prevention and cessation programs.

A graduate of Smith College, Denise cut her teeth at New York agencies Scali, McCabe, Sloves and Della Femina, Travisano and Partners working on brands such as Volvo North America, Sheraton International, HealthAmerica, and Chemical Bank.

She is an active member of the Society for Healthcare Strategy and Market Development, and accredited by the Academy for Healthcare Management and the Public Relations Society of America

Suresh John
EVP, Digital Strategy & Analytics
Suresh is a high-impact digital strategist and analytics expert with more than 17 years of experience. As Crosby’s technology thought leader, he spearheads developing innovative online campaigns, web destinations, mobile applications, and marketing automation solutions for clients. Through user experience research and big data analytics, he creates performance-driven programs that activate customers, influence constituent behavior, and mobilize online communities.

Before joining Crosby, Suresh was Vice President of Digital Strategy and Marketing for Blue Water Media, a D.C.- based digital agency; Vice President at ThinkingWave, a web development and IT services consultancy; and Vice President at DVC Worldwide, a global marketing promotions agency. Before venturing into digital marketing, Suresh worked for Arthur Andersen as a senior management consultant.

Suresh has created high-profile digital solutions for leading federal agencies including Department of Veterans Affairs, Health & Human Services, Homeland Security, Department of Defense, and Housing and Urban Development; blue-chip companies including AT&T, Pfizer, Marriott, Procter & Gamble, and Johnson & Johnson; renowned nonprofits including the American Lung Association, Bill & Melinda Gates Foundation, Friends of Cancer Research, and Johns Hopkins Bloomberg School of Public Health.

Suresh received a Bachelor of Science from Cornell University. He is an avid sports enthusiast and lifelong tennis player who has played at the U.S. Open…as a ball boy. Suresh is married with four children.

Pam Atkinson
EVP, Director of Connection Planning
Pam uses her 20 years of experience to lead the strategic planning, negotiating, and buying of digital, mobile, broadcast, print, outdoor, and promotional media for consumer and business-to-business programs. Her connection planning philosophy applies a fully integrated approach of all media: paid, earned, owned and shared. She has worked on both national and regional brands such ENERGY STAR, Kaiser Permanente, DAV, Social Security Administration, and Saint Agnes Hospital among others. Pam has mastered the art of matching marketing strategy with a creative mix of media for maximum results.

A graduate of the University of Maryland with a Bachelor of Science degree in Journalism, Pam began her media career at Henry J. Kaufman & Associates, Washington, D.C. and went on to Eisner Communications, Baltimore before joining Crosby in 2003. She currently serves on the AAAAs Mid-Sized Agency Media Directors Committee.

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Clients and Brands

Client & Brands	Start Date
U.S. Department of Health and Human Services	09-01-1991
The Wallace Foundation	03-01-2011
Social Security Administration	06-01-2005
USDA	07-01-2004
Kaiser Permanente	06-01-1997
DAV (Disabled American Veterans)	01-01-2014
Department of Defense/Military OneSource	12-01-2015
Organdonor.gov	09-21-2007
Peace Corps	09-23-2021
Substance Abuse and Mental Health Services Administration	10-01-2012
Shriners Hospital for Children	03-01-2018

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Billings & Revenue

Billing / Revenue Ranges	Number of Clients
Billing < $1M and/or Agency Revenue < $200K	2
Billing > $1M and < $3M	5
Billing > $3M and < $5M	5
Billing > $5M and < $10M	4

Total Gross Media Placed by this Office

Allocation Percent of Media Placed by this Office
Local Broadcast: 10%
National Broadcast: 10%
Digital: 50%
Print: 15%
Out of Home: 5%
Other: 10%

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Types of Services

Service Offering	Revenue
Health Care	20
Digital/Interactive | Website Development, Hosting, Monitoring	15
Public Relations	15
Digital/Interactive | Search Engine Marketing	10
Digital/Interactive | E-Commerce Solutions	10
Brand Consulting	10
Advertising - General Market/ Traditional	10
Corporate Communications	5
Media Buying	5
Business-to-Business	0

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Industry Experience

Consumer Services
Healthcare | managed care
Real Estate | buildings & construction
Public Relations
Healthcare | direct to consumer (DTC)
Government | military & defense
Government | economic development
Education
Healthcare | medical products
Healthcare | Hospitals, Healthcare Facilities, Medical Services
Financial services | insurance
Non-profit, associations & public services

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