Barbara Graetzer is a trilingual, Brazilian-German-turned-Brooklynite Creative Director who, over the last two decades, has brought a deeply global worldview and agency experience to iconic global brands. Having lived in Brazil, England, Colombia, Michigan, Chicago, and New York, she brings a natural, firsthand understanding of cultural nuances and human behavior to global brand strategy and storytelling.

Currently at Grey, her career spans agencies like Leo Burnett, Saatchi & Saatchi, JWT, McCann Health, Neon, and Havas Life. Across her leadership roles, she has seamlessly bridged consumer icons like JCPenney and Tide with high-stakes healthcare launches, including Pfizer’s Paxlovid during the pandemic and Sanofi's Hemophilia Portfolio.

Outside the agency world, she is a contemporary artist and public muralist creating under the moniker Barbtropolis. Grounded by an MA in Illustration and a BFA in Visual Communication, Barbara believes visual language is truly universal. Until she is forced to put down her spray cans, she will continue pushing bold, border-crossing ideas that drive emotional human connections and real-world health outcomes.

Lisa E. Ireland is Executive Vice President of External Relations at Cancer Support Community, where she leads national efforts across strategic advancement, communications, digital marketing, brand strategy, and stakeholder engagement for one of the world’s largest nonprofit networks dedicated to supporting people impacted by cancer. In her role, she oversees enterprise-wide growth initiatives spanning major gifts, corporate partnerships, donor engagement, campaign development, and integrated communications designed to expand visibility, strengthen mission awareness, and accelerate organizational impact.

With more than 25 years of leadership experience spanning healthcare, education, science, and human services, Ireland is recognized as a communications and development strategist known for building high-impact partnerships, advancing mission-driven storytelling, and creating innovative engagement strategies that inspire action and deepen community connection. Throughout her career, she has led multi-million-dollar campaigns, transformational donor initiatives, capital efforts, and cross-functional advancement operations while helping organizations strengthen both revenue growth and long-term stakeholder loyalty.

Prior to joining Cancer Support Community, Ireland served as President and CEO of the Longevity Science Foundation, leading global initiatives focused on healthy aging, public engagement, and scientific advancement. Her career also includes senior leadership roles at the Rochester Museum & Science Center, Rochester Institute of Technology, and United Way of Orleans County, where she led advancement, communications, strategic planning, and organizational growth initiatives.

A sought-after speaker and communications strategist, Ireland has presented at conferences and events across the United States and internationally, with expertise in nonprofit leadership, strategic communications, donor engagement, brand development, and mission-centered storytelling. Her work focuses on creating meaningful public engagement, elevating organizational visibility, and connecting audiences to causes through authentic, purpose-driven narratives.

Ireland has been recognized for her leadership and impact through honors including Rochester Business Journal’s Women of Excellence and South Florida Business & Wealth’s Prestigious Women Awards. She holds a Bachelor of Arts in Communications with a minor in Political Science from St. John Fisher University.

I started Antidote because I wanted to create a place where brands come first. No layers, no complications, politics or palace intrigue. Just hyper-talented, optimistic people who love what they do, love who they do it with and love what they leave behind.

Learned my craft at legendary shops like Ogilvy, DDB and TBWA. Been privileged to do award-winning work (Lions, One Show, D&AD, Clios, LIAs, Webby) for iconic companies such as Moderna, Unilever, Pfizer, Merck, J&J+Apple. And in 2024, the previous agency I founded—TBWA\Health Collective—became the most awarded wellness agency in Omnicom history and won Global Agency of the Year. 

But enough blah blah. What’s up with you?

Joy is a passionate creative, writer, and leader in healthcare advertising. She approaches every problem, no matter how challenging, with relentless optimism and energy. Her belief that creativity has the power to change lives and shape culture fuels her commitment to work that matters. She has a proven track record of leading successful launches in a range of disease categories for DTC and HCP, including oncology, diabetes, rare diseases, ophthalmology, contact lenses, diaper cream, and TBI.

She and her partner, Sarah Liebowitz, have spent the last decade building a thriving creative culture, growing future talent, and leading teams to break industry boundaries. Her work has garnered top honors at the Cannes Lions Festival of Creativity, including a Glass Lion for Change.

She received the Grand Prix at the Clio Awards and has been awarded at LIA, D&AD, the One Show, Effies, New York Festival, the ANDY awards, and more.

David brings 25+ years of experience in advertising to lead the creative group across North America for Jacques. After spending years working on traditional consumer accounts such as UPS, Mercedes-Benz, and Arby’s, he brought his fresh, award-winning consumer approach to brand building and storytelling in healthcare.

In his past lives, he created best-in-category work for brands such as LIPITOR, PREVACID, SPIRIVA and Smith+Nephew. At his most recent agency before joining Havas, he built a strong creative team that launched mega-brands INVOKANA and COSENTYX across multiple indications, relaunched high-profile brands XARELTO and LINZESS, while also steering the group towards smart, targeted work on rare diseases, oncology and mental health, helping brands like CAPLYTA, ILARIS, KISQALI, and PIQRAY reach the people who needed them most.

Leading Jacques, he’s proud of his work across Amgen and Viiv consumer portfolio brands, including Clio-winning Back Seat Hot Seat for Apretude. Above all, David cherishes the positive impact his team’s work has had on people’s lives, his rewarding client partnerships, and all the fun he’s had along the way. He has recently been inducted into the DTC Hall of Fame and has been recognized by Lions Health, Clio Health, NY Health Festivals, One Show, DTC Nationals, MM&M Awards, PM360, and several global bartenders.

Every great campaign begins with a great strategy. And every great strategy begins by asking uncomfortable questions, uncovering truths, and connecting the dots. This is the world of Alexis Penty.

For the past 20 years, Alexis has been turning audience insights, data, and sharp human truths into brands that actually move people. Her work spans therapeutic areas, audiences, and continents, earning recognition from virtually every major global award show.

A firm believer that healthcare work should be every bit as bold, creative, and behavior-changing as any other category, Alexis pushes her teams to find the insight that makes the work matter. Because the work won’t matter without a strong strategic foundation.

Michael Schreiber is the Chief Creative Officer of Remedy Edge and Wildtype. A creative force across DTC and HCP work, Michael builds campaigns that don’t just reach audiences but reshape how they think, feel, and act. His fingerprints are on some of the most provocative work in health, digital media, and AI-driven creative production, earning recognition on the industry’s biggest stages.

Michael operates where instinct meets execution, pushing teams to find the idea that makes everyone a little uncomfortable before it makes everyone a believer. A relentless champion of what’s next, Michael has positioned both agencies at the cutting edge of modern creative practice, fusing emerging technology with raw human insight to produce work that actually works.

Wid Souza is a Brazilian creative leader currently serving as Deputy Chief Creative Officer at Digitas Health, part of Publicis Health Group. With more than 20 years of experience in advertising, Wid brings a rare combination of deep consumer insight and healthcare expertise to his work.

He began his career in leading global agencies including Publicis, VML, and DDB, where he built a strong foundation in consumer advertising. During these formative years, Wid played a key role in campaigns for iconic global brands such as Citibank, Heineken, Procter & Gamble, Nestlé, Colgate-Palmolive, Mercedes-Benz, UNICEF, Cartoon Network, Sony Entertainment Television, and Bridgestone-Firestone, navigating complex markets and diverse cultural contexts.

Wid’s transition into healthcare advertising marked a defining shift in his career. Joining Area 23, he successfully translated consumer-driven creativity into the highly regulated healthcare environment, opening new creative possibilities while maintaining scientific rigor and compliance. Since then, he has led impactful work for major healthcare and pharmaceutical brands including Boehringer Ingelheim, Pfizer, AbbVie, Novo Nordisk, Bayer, GlaxoSmithKline, Merck, and Bristol Myers Squibb.

His work has been recognized by the industry’s most prestigious awards, including Cannes Lions, the Clio Awards, D&AD, The One Show, the New York Festival, and the London International Awards.

At Digitas Health, Wid leads multidisciplinary teams across markets, shaping campaigns that connect meaningfully with both healthcare professionals and patients. His approach balances strategic clarity, creative ambition, and operational excellence, helping brands navigate the complexities of modern healthcare communication while delivering culturally resonant, high-impact work.

Eduardo Tavares is an internationally awarded creative leader with more than two decades of experience across Brazil, Europe, and the U.S.

He currently serves as Global Executive Creative Director for Health at Edelman, where he is helping reshape how creativity shows up in one of the most culturally relevant and complex categories of our time.

Previously, Eduardo was EVP and Executive Creative Director at FCB Chicago, leading major global health and business initiatives across the IPG network. He also acted as Creative Partner at FCB Brazil, helping elevate the office’s creative output. Before that, he served as Global Executive Director at Dentsu Health and helped evolve AREA 23’s design and art division, The Refinery, into a space of craft-driven innovation.

He began his career at top agencies in Brazil before joining FCB and BBDO in Portugal, building campaigns that resonated across Europe and Africa. His portfolio includes award-winning work for Siemens Healthineers, Horizon, Pfizer, Eurofarma, GSK, Sanofi, Johnson & Johnson, Samsung, Intel, Spotify, and Penguin Books.

Eduardo has served as a juror for London International Awards, Clio Health, and Lisbon International Awards, and has been consistently recognized among the industry’s most awarded creative leaders. In 2025, he was ranked #1 Executive Creative Director in the world by The Drum, The One Club, and D&AD. He was also named #2 Creative Director at Cannes Lions in both 2024 and 2022, and recognized by Lürzer’s Archive as the #1 Art Director of All Time in the U.S.

With more than 400 awards to his name—including seven Cannes Lions Grand Prix—his work is known for blending emotional storytelling with scientific clarity, always powered by craft and recognized across the world’s most respected shows, including D&AD, Clio, The One Show, LIA, El Ojo, and Clube de Criação.