Proper Villains Named AOR For New England Baptist Hospital


Following a competitive review, Proper Villains, an award-winning agency that integrates creative, media, and technology, announced today their selection as agency of record for New England Baptist Hospital (NEBH).

Located in Boston, NEBH is a nationally recognized orthopedic hospital focused on the prevention, treatment, and rehabilitation of orthopedic conditions. NEBH is consistently ranked as one of the nation's top orthopedic hospitals by U.S. News & World Report. For 30 years, the hospital has held the prestigious position as the official hospital of the NBA's Boston Celtics.

The agency will provide brand strategy and creative execution across traditional, social, and digital media channels, media planning and buying, as well as environmental graphics for NEBH locations. The upcoming campaign will feature Avery Bradley, starting shooting guard for the Boston Celtics. "We're honored to be selected by such an inspiring and dedicated organization. New England Baptist is an iconic brand, and is second to none in orthopedics. The work they do improves the quality of life for so many people." said the agency's Founder and Creative Director, Jeff Monahan.

"Proper Villains impressed us with their beautiful, design-led creative and their expertise in social and digital media," said Lisa Rand, Executive Director of Marketing and Communications for NEBH. "Social and digital will play an increasing role in our communications as we work to raise brand awareness for the hospital. We really look forward to partnering with Proper Villains as we strengthen our position as the leader for orthopedics in the New England market."

Proper Villains works with clients from emerging startups to established global brands, with client experience that includes Bang & Olufsen, Bloomberg, Godiva, Pfizer, SoulCycle, and Vera Wang.

About Proper Villains

Proper Villains is an award-winning, full-service agency that integrates creative, media, and technology services to build premium brands. We believe in the combined power of passion and reason—that data drives meaningful insights, inspired strategy, and beautiful results. We're headquartered in New York with offices in Atlanta and Boston, and you can find us online at

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