About baker briggs

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Adam Cossman is a serial digital advertising and marketing entrepreneur who has held executive leadership positions at several successful agencies, tech, data and analytics companies and with extensive experience across the healthcare ecosystem. 

In 2008 he founded Sentient, a digital advertising agency with a specific focus in the healthcare vertical (pharmaceuticals and biotech in particular) and a proprietary results-driven methodology. After 8 years of impressive double-digit growth, and countless industry accolades, he led a successful sale process which ultimately culminated with the acquisition of Sentient by W2O Group in 2016. (LINK) 

After joining W2O, Adam was appointed as a member of the executive leadership team in his roles as Chief Digital Officer and Group President of the firm's Advertising division. A strategic leader tasked with helping to diversify W2O’s service areas and drive continued innovation, Adam was also responsible for leading all integration across W2O’s advertising, digital, media, technology and various analytics services. His many successes across these key areas of focus would prove to be instrumental in doubling the size of W2O, both in terms of revenue and staff, and the diversification of W2O’s service lines across top clients. 

In addition to his client-centric leadership and ability to translate business goals into marketing strategies that demonstrate measurable ROI, Adam is equally as adept in the operationalization of various service areas and business functions. His deep understanding of the methodologies leveraged in highly integrated service offerings and complimentary technology solutions has proven to fuel innovative capabilities that drive growth. A diverse mix of operational expertise, coupled with a background in data and technology products, has generated significant enterprise value at the companies he’s managed. 

This enterprise value creation was evident in the unwavering growth that drove W2O to become one of the top 4 largest agencies in the healthcare marketing and communications industry. What’s further, it also allowed W2O to achieve a 5-year investment thesis in just 3 year’s time with Private Equity partner Mountaingate Capital. 

Given the trajectory of W2O’s business, and desire to accelerate strategic growth opportunities, W2O began a sale process in late 2018. Adam was one of the 4 executives on the core deal team who ran the process from the very beginning and which resulted in the acquisition of W2O by New Mountain Capital, in 2019. W2O’s acquisition by New Mountain Capital represented one of the largest deals in the marketing services industry, and to this day represents one of the most successful companies across Mountaingate’s portfolio. (LINK) 

Following New Mountain’s acquisition of W2O, the company was rebranded as Real Chemistry and would embark on an aggressive corporate development strategy. These efforts were led by a small group of executives, Adam in particular was front-and-center in helping to define and execute M&A strategies from target identification and diligence to post-acquisition commercial and operational integration. 

Adam was a core member of the deal team for nearly all of Real Chemistry’s 10+ acquisitions from 2019-2022. 

Most notably, was the Health Technology business that Adam single-handedly launched in 2019 to push Real Chemistry beyond a solely Marketing & Communications services business and into the world of tech products and solutions. With a broad yet targeted focus, Adam defined a Health Tech strategy spanning integrated social and digital analytics solutions, technology development and proprietary data and technology products. The Health Tech business would catapult forward on the heels of two strategic firms that Adam identified, acquired and integrated into Real Chemistry.  The Health Tech business that Adam started in 2019 will become one of the largest business units in 2023, generating impressive enterprise value for Real Chemistry. 

Having achieved so many successes in founding and ultimately selling Sentient, playing a key executive role at W2O and subsequently Real Chemistry, and having reached the natural moment in an Entrepreneur’s journey, Adam left Real Chemistry in the Summer of 2022 to pursue new adventures in his business and personal life.  With more than 23 years of experience spanning a multitude of service areas, within and outside of healthcare, technology and analytics products and given his extensive M&A and private equity experiences, Adam deploys his knowledge and instincts to help entrepreneurs and those in the investment community maximize enterprise value.