PM360 December 2010

OUR 2010 PHARMA CHOICE AWARD WINNERS

In our special awards gallery of winners on the following pages, find out which ads, digital initiatives, agencies, and creative teams earned the most votes from industry professionals and PM360 readers this year in the 2010 Pharma Choice Awards.

Our readers acted as judges in this online competition, distinguishing the most memorable impressions made in both print and digital formats. We’re proud to showcase their selections—the Pharma Choice Gold, Silver, and Bronze Winners in print and digital, along with four Awards of Distinction and eight Honorable Mention Winners. Congratulations to our Pharma Choice winners!

PRINT GOLD WINNER DUDNYK

Creative Direction, Copy: Laurie Bartolomeo

Creative Direction, Art: John Kemble

Account Supervision: Scott Harper

Client: Inspire Pharmaceuticals

AzaSite "Metal Man"

From its stunning metallic art to its bold message, this ad and the accompanying multi-channel marketing effort made lots of noise and created tremendous awareness for the "rebirth" of AzaSite, an ophthalmic brand from Inspire. The rust analogy resonated with the target audience and helped boost the trajectory of the brand, increasing scripts 60% over the previous year—in a very competitive category.

DIGITAL GOLD WINNER RCW GROUP

VP, Director of Digital Production: David Tlatelpa

VP, Copy Group Supervisor: Kurt Fried

Account Supervisor: Danielle Love

Senior Copy Supervisor: Dorothy Chin

Account Group Supervisor: Kirsten Tonnessen

Art Supervisor: John Goody

Creative Partner: Brendan Ward

EVP, Executive Creative Director: Dan Hassan

SVP, Account Director: MaryLynn Kargman

Client: Novartis Oncology

Sandostatin Website (www.sandostatin.com)

The goal was to create a category-leading website that offered relevant online resources. This artfully designed site presents visuals that show clinical information in a user-friendly way.

A crowning site feature is an animated visual of the campaign’s signature origami rhino, which wags its tail and nods its head.

PRINT SILVER WINNER PALIO

Creative Directors: Joe Acee, Neall Currie, Eric Delnicki, Guy Mastrion

Art Director: Mike Osterhout
Copywriter: Amanda Murphy

Account Services: Danielle Bedard, Jessica Goldsmith, Peter Hopper, Bill Lucas, Julie Priddle, Katie Saleem

Brand Strategy: Jon Hussey, Jeremy Lichtenberger, Carl Turner

Production: Marcia Lyon, Frank Mancini

Project Managers: Peter O’Toole, Tim Roberts, Rebecca Fretto, Rich Roginski

Media Lab: Rick Bonnett

Medical Strategy: Steve Dubansky, Meleik Goodwill, Uwe Tigor

Studio Services: Christina Armbrust, Donna Lama, Soliven Melindo, Alan Steele, Kim Werther

Editorial: Nora Kiernan, Lee West

Design Lab: Chau Ho, Rafael Holguin, Mirek Janczur

Client: URL Pharma

Tough as Ever, But a Bit More Refined

The brand’s theme, "Tough as ever, but a bit more refined," comes to life in a series of tough-guy archetypes at home in elegant settings. The unexpected creative shows Colcrys harnessing the power of colchicine without severe side effects. The campaign was also URL Pharma’s first foray into branded promotion.

DIGITAL SILVER WINNER TOPIN & ASSOCIATES

Agency Team
Senior Copywriter: Liz Booth
Creative Supervisor: Krista Wagner
Director of Digital Communications: Barclay Missen
Creative Director: Abby Mansfield
Group Supervisor: Jonathan Adams
Account Director: Lori Kewin
Animation: AXS Biomedical Animation Studio

Client Team
Client: Mission Pharmacal
Senior Product Manager, Urological Products: Dan Crawford
Manager, Design Communications: Nancy Crawford
Executive Director, Marketing: Natalie Sirjuesingh

Inside Kidney Stone Disease Educational Video

Kidney stone formation never looked so fascinating, with scientific content brought to life through arresting 3D animation and high-energy style. The result is an educational program that’s engaging and highly relevant to the target
urology audience.

PRINT BRONZE WINNER WISHBONE

Partner, Chief Creative Officer: Steve Hamburg

SVP, Creative Director, Art: Scott Sager

VP, Group Art Supervisor, Art: Stephanie McGee

SVP, Senior Creative Director, Copy: Stephanie Sorine

VP, Account Group Supervisor: Wendy Correa-Hartman

Client: CardioNet

CardioNet Launch Ad

CardioNet is the world’s leading supplier of Mobile Cardiac Outpatient Telemetry (MCOT). For this promotional campaign, CardioNet MCOT was being positioned as the cardiac monitoring system that provided highly accurate and comprehensive cardiac data. How to creatively convey the idea of how sensitive and accurate CardioNet MCOT really is? Well, if a tree fell in the forest . . . we’d hear it. Employing this well-known thought helped to effectively dimensionalize the product offering and get physicians to take notice and take action.

DIGITAL BRONZE WINNER GREY HEALTHCARE GROUP

SVP, Creative Director: Judy Tabak

SVP, Global Group Account Director: Sheri Mandry

VP, Associate Creative Director: Dan Sciolto

Junior Art Director: Czarine Yee

Account Supervisor: Christina Landers

Assistant Account Executive: Farrell Rodd

Think About Your Eyes Video

The Think About Your Eyes campaign uses recognizable graphic elements and music as well as eye-opening facts to motivate people to get yearly eye exams. After just a few months in only one test market, this public service approach resulted in a 9% increase in eye care visits. The campaign has since gone national, resulting in successful gains as more and more Americans begin thinking about their eyes.

AWARD OF DISTINCTION RCW GROUP

Account Group Supervisor: Alison Hussey
Art Director: Thomas Vitanza
VP, Group Copy Supervisor: Rosy Calogero
Art Director: Sam Indrawis
VP, Account Group Supervisor:
Carolyn Gorelick
VP, Worldwide Account Director:
Colleen Hindsley
VP, Creative Director, Art: Jeff Lubalin
Creative Partner: Brendan Ward
EVP, Executive Creative Director:
Dan Hassan
Senior Account Executive: Nichole Radzely
Client: Boehringer Ingelheim

Pradaxa Ad

For more than half a century, warfarin has been the gold standard in anticoagulation for stroke prevention. As the first of many new treatments projected to launch in 2010-2011 for AFib, BI called for an institutional campaign instead of a "coming soon" ad to solidify the leadership of BI in this category. RCW created an ad that associates warfarin with a bygone era and connects BI with the fulfillment of a long-awaited dream.

AWARD OF DISTINCTION ABELSON TAYLOR

SVP, Executive Creative Director: Stephen Neale

Associate Creative Director, Copy: Kaye Kilgore

Associate Creative Director, Art: Therese Maginot

Senior Copywriter: Robert Sellers

Senior Art Director: Jenny Drucker

Art Director: Jesus Sanchez

Senior Account Supervisor: Kaelin Dezelan

Client: Zimmer

"Grab Hold"—Zimmer Trabecular Metal

Zimmer Trabecular Metal Material more closely mimics the structure and mechanical properties of trabecular bone than any other porous metal material. To depict this superior biologic fixation, bone and metal literally reach out for one another, using human hands to add personality and emotion. The photographic quality of the bonding brings out details
of the metal’s surface texture that gives bone a solid hold.

AWARD OF DISTINCTION SAATCHI & SAATCHI HEALTH PENNSYLVANIA

EVP, Executive Creative Director: Tina Fascetti

VP, Creative Director: Margaret Harris

VP, Group Art Supervisor: Mary Rose Rogowski

Art Supervisor: Gayle Macdonell

Senior Copywriter: Ann Manousos

VP, Group Account Director: Eric Schreiber

Senior Account Executive: Dana McCurdy

Client: AstraZeneca

ETA CAN Mechanism of Disease Campaign

The ETA CAN campaign raises awareness and excitement of the ETA pathway as an important driver in the progression of advanced prostate cancer. Through insight research, we learned that our target audience was apathetic toward this new pathway. The campaign engaged, educated, and excited audiences in a simple, telegraphic way.

AWARD OF DISTINCTION STRATAGEM

Principal/Creative Director, Copy: Patricia Malone

Principal, Account Services: Susan Hempstead

Principal/Creative Director, Art: Paul Harris

Account Supervisor: Sima Sanghvi

Renova Ad

Renova faces huge competition against anti-aging products and prescription generics. So it was time to reinvent Renova. While most products show beautiful faces in their advertising, Stratagem focused on beauty beneath the skin. The swirling lines reflect the stimulating effect that Renova has, creating a dynamic and differentiating look for the brand.

Honorable Mention Wishbone

Partner, Chief Creative Officer: Steve Hamburg

Associate Creative Director: Stephanie McGee

SVP, Creative Director: Amy Hirshberg

SVP, Senior Creative Director, Copy: Stephanie Sorine

Senior Account Executive: Debra D’Arpa

Client: Meda Pharmaceuticals

Astepro 0.15% "Different" Launch Ad

This launch campaign for Astepro 0.15% broke new ground because it didn’t feature any of the imagery so typical for this category. In fact, "being different" worked in terms of creative execution precisely because "being different" was one of the core messages for this brand. In both personal and non-personal promotion, this "Couch" campaign has proven to be both highly effective and highly flexible.

Honorable Mention Dudnyk

Creative Direction, Copy: Barry Schmader

Creative Direction, Art: Tara Walther

Art Direction: Michael Hawkins

Account Supervision: Denis Conlon

Client: AMAG Pharmaceuticals

Feraheme Hematology Sales Aid

Hematologists typically do not treat chronic kidney disease (CKD). Or do they? This sales aid for Feraheme helped educate targeted hematologist/ oncologists on a changing trend in iron deficiency treatment, mainly that a large number of patients being treated for anemia in hematology practices actually are in the early stages of CKD and have iron deficiency anemia. This visual aid helped the reps connect the dots with hematologists, resulting in a 50% sales increase in the segment.

Honorable Mention BrandKarma

Executive Creative Director: Dorene Weisenstein
Senior Account Executive: Ryan Nibouar
Copywriter: Amber Garner
Senior Vice President Brand and Medical Strategy: Devon Malecki, MD, MBA

Creative Director Art: Levy Valverdi
Copy Supervisor: Dana Kababik
Product Manager: Cheryl Birch Hostinak

Client: Zymogenetics

Recothrom Ad

The Recothrom journal ad features a strikingly original image of a cow on the back of a woman—an intriguing image that underscores a powerful message. The ad, which resonates with target audiences and differentiates the brand, is helping to drive brand uptake.

Honorable Mention CAHG Surge

VP, Group Creative Director: Daljit Telymonde
Group Art Supervisor: Dan D’Agostino
Art Director: Hannah Cahill
Copywriter: Michelle Hamburgh
VP, Senior Account Director: Sacha Schroeder
Senior Account Executive: Samantha Fogliano
Group Account Supervisor: Ana Silva
Client: Merck Vaccine Division

ProQuad Relaunch Detail Aid

Ordinary objects found in the doctor’s office come to life in the relaunch of ProQuad, a Merck vaccine to prevent measles, mumps, rubella, and varicella. Reflex hammers and gauze create sailboats, and latex gloves rise up like hot-air balloons! This colorful campaign perfectly positions this important vaccine franchise in the physician’s practice—for routine first and second dose immunization against four critical childhood diseases.

Honorable Mention Flashpoint Medica

Creative Director/Art Director: Steve Frederick

ACD/Copywriter: Steve Witt

Senior Account Executive, Interactive Media: Remy Coyle

Client: Flashlight Interactive, a division of Flashpoint Medica

Does Your Digital Reach Its Target?

To set ourselves apart in a very crowded market, we created an attention-grabbing ad that invites readers to learn more about Flashlight Interactive's targeted, effective, and truly differentiating digital offerings.

Honorable Mention Ogilvy CommonHealth Medical Marketing

Brand Account Lead: Frank Samarro

VP/Associate Creative Director, Art: Lou Sarno

VP/Associate Creative Director, Copy: Michael Johnston

Art Supervisor: Sean Kinney

Senior Copywriter: Natalie Fox

Account Group Supervisor: Alyson Romanelli

Account Executive: Kimberly Wong

Client: Ortho-McNeil

Doribax "Growing Danger" Ad

This ad is all about stopping power. The visual and copy boldly communicate what physicians are facing today: the growing danger of gram negatives, which is seen as an overwhelming force that threatens to spill out of the intensive care unit and spread throughout the hospital. The physician adds drama, expressing urgency and vulnerability in trying to prevent the impending crisis. The question, "What’s your strategy now?" challenges physicians to think about their treatment decision, while also serving as an effective lead-in to the Doribax benefit story of potency.

Honorable Mention Torre Lazur McCann

EVP, Creative Director: Marcia Goddard

VP, Associate Creative Director, Art: Christian Gorrie

VP, Associate Creative Director, Copy: Lin Betancourt

Senior VP, Director of Client Services: Tatiana Lyons

Novartis Congratulations Ad

This advertisement acknowledges the prowess of Novartis in winning the title of Most Admired Pharmaceutical Company of the Year. An iconic feather image is combined with interactive copy directing Novartis employees to cut the feather out and place it in their cap. This ad garnered significant positive attention from Novartis.

Honorable Mention GA Communication Group

Creative Director: John Murawski

Senior Writers: John Furr, Natalie Greer

Senior Art Director: Ben Blount

Account Executive: Emily Ray

Senior Creative Director: Brooke Claussen

Account Manager: Brook Stensgaard

Client: Biocodex

Florastor Campaign

Using big bold type, the PRO’s Biotic is a simple and effective message to distinguish Florastor from all other probiotics. As the No. 1 probiotic recommended by healthcare professionals worldwide, Florastor is clearly the PRO’s choice. And, for the consumer, a busy PROfessional who knows their probiotics, only Florastor meets expectations to maintain digestive health.