\nViroPharma Europe
\nCinryze \u201cPrevent the Swell\u201d
\n
![\"\"](\"\/files\/0612supp\/f5_cinryze.jpg\")
\nUntreated hereditary angioedema (HAE) patients can
\nexperience anywhere from 20 to 100 days of incapacitation
\na year due to swelling attacks. We found the debilitating
\nnature of the attacks and the emotional impact of anticipation
\nto be unique insights necessary to communicate the importance
\nof prevention with Cinryze. The foreboding imagery of
\na daily environment forming a \u201cswell\u201d captured the emotion
\nof HAE and resonated with multiple physician specialties.
\nThe campaign has been successful in establishing ViroPharma
\nEurope as a leader in the HAE market and in convincing
\nphysicians to prescribe Cinryze for routine prophylaxis
\nagainst HAE attacks.<\/p>\n
EVP, Chief Creative Officer: Barry Schmader <\/p>\n <\/div>\n\n Copy: Heather Briddick, Jonathan Davila <\/p>\n <\/div>\n\n In the \u201cElephant\u201d campaign, the elephant is a literal Associate Director, Respiratory Marketing, Boehringer Ingelheim: Justin Zandri <\/p>\n <\/div>\n\n VP, Art Group Supervisor: Larry Moen <\/p>\n <\/div>\n\n Creative Director, Acorda Therapeutics: Maria Verastegui <\/p>\n <\/div>\n\n The breakthrough visuals and updated nursery rhymes Partner and Creative Director: Elizabeth Elfenbein <\/p>\n <\/div>\n\n The interactivity and visual appeal extend to the mobile VP Client Services: Kim Bishop <\/p>\n <\/div>\n\n SVP\/Group Account Supervisor: Susan Burns <\/p>\n <\/div>\n\n Our mission was simple: Leverage the successful brand sentiment of the \u201cAcrySof Advantage,\u201d which carries a great deal of weight in this parallel market of refractive procedures.<\/p>\n We captured the unique shape of the lens, with ownable, iconic imagery that evoked strength, trust and ultimately confidence.<\/p>\n Creative Leads: Mark Gillmore, David Walker, Slade Seaholm <\/p>\n <\/div>\n\n We show an elderly man going through what appears to be a perfectly ordinary day. But by the time we reveal him sitting in his oncologist\u2019s office, receiving the worst possible news, it\u2019s clear that this day was anything but ordinary. In an instant, this Creative Directors: Scott Morris and Dennis Leahy <\/p>\n <\/div>\n\n We needed to remind physicians about the relentlessly aggressive nature of these diseases\u2014and of the need for Remicade. The Remicade Beast is an iconic graphic that Art Director: Jennifer Harrison, Stephen Cimini, Don Brunjes <\/p>\n <\/div>\n\n Bristol-Myers Squibb Brand Team <\/p>\n <\/div>\n\n A dedicated booth introduced the brand and featured interactive content including a Touchscreen Monitor with External Expert bios, a Welcome Video and an Interactive Quiz. iPods, with a Podcast from Dr. Cynthia Harden on the topic of Women & Epilepsy, and iPads, featuring a White Paper on the same topic, were also available. A premailer encouraged the audience to visit the booth, and a postmailer offered an educational reprint on the topic.<\/p>\n Client\/Senior Product Manager: Steve Placeway <\/p>\n <\/div>\n\n In addition, many of the topical treatments come with complex, multi-product regimens that make compliance (and ultimately, success) a real challenge. The genius of Taclonex is that it gives patients powerful efficacy in a simple, once-daily topical Founder, Co-CEO, Executive Creative Director: Michael Sanzen <\/div>\n","protected":false},"excerpt":{"rendered":" Dudnyk AbelsonTaylor Draftfcb Healthcare RCW Group Klick Health The CementBloc Intouch Solutions Flashpoint Medica HCB Health GSW Worldwide Team Chemistry\/Sudler …<\/p>\n","protected":false},"author":13,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[320,27,11990,259,114,142],"tags":[],"_links":{"self":[{"href":"https:\/\/www.pm360online.com\/wp-json\/wp\/v2\/posts\/3185"}],"collection":[{"href":"https:\/\/www.pm360online.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.pm360online.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.pm360online.com\/wp-json\/wp\/v2\/users\/13"}],"replies":[{"embeddable":true,"href":"https:\/\/www.pm360online.com\/wp-json\/wp\/v2\/comments?post=3185"}],"version-history":[{"count":0,"href":"https:\/\/www.pm360online.com\/wp-json\/wp\/v2\/posts\/3185\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.pm360online.com\/wp-json\/wp\/v2\/media?parent=3185"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.pm360online.com\/wp-json\/wp\/v2\/categories?post=3185"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.pm360online.com\/wp-json\/wp\/v2\/tags?post=3185"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\nCreative Director, Copy: Laurie Bartolomeo
\nCreative Director, Art: John Kemble
\nMarketing Manager: Matthew Mason<\/em><\/p>\n
\nSunovion Pharmaceuticals
\nLatuda \u2018Fragments\u2019 Campaign
\n![\"\"](\"\/files\/0612supp\/f5_latuda.jpg\")
\nThe campaign shows how schizophrenia can tear patients
\napart. The cover presents a patient torn into fragments by
\nschizophrenia. Inside, his image is still crackled because
\nthere is no cure, however, the cracks are not as prominent,
\nand he is showing signs of symptom improvement. His
\nmother looks on, pleased with her son\u2019s improvement.
\nMarket research with family members informed the
\ndecision to include \u201cmom\u201d here because family members
\nplay a crucial role in treatment.<\/p>\n
\nArt: Marybeth Brien, Charlie Aldridge
\nAssociate Creative Director: Verna Semenik
\nCreative Director: Brad Graetz, Annie Barton
\nPhotographer: Todd Baxter<\/em><\/p>\n
\nBoehringer Ingelheim\/Pfizer – Spiriva
\n\u201cElephant\u201d
\n![\"\"](\"\/files\/0612supp\/f5_spiriva.jpg\")
\nFor a highly unmotivated target, with multiple health conditions,
\ntreating COPD (a breathing condition) is low on the
\npriority list. Our task is to demonstrate to COPD sufferers
\nthat we understand their plight and thus motivate them to
\ntake action.<\/p>\n
\nmanifestation of a frequently heard consumer insight that,
\n\u201cbreathing with COPD feels like I\u2019ve got an elephant on my
\nchest!\u201d The campaign is metaphorical. The elephant represents
\nthe problem, and Spiriva represents the solution. So
\n\u201cElephant\u201d is highly relevant to this consumer, and wildly
\ndifferentiating from the competition.<\/p>\n
\nMarketing Director, U.S. Patient & Physician Marketing, Pfizer: Robert Blanc
\nSenior Manager, Pfizer Consumer Marketing: Aylin Utke
\nExecutive Creative Director: Rich Levy
\nEVP, Group Creative Director: Auge Reichenberg
\nVP, Creative Director: John Palisay
\nVP, Associate Creative Director: Tom McLoughlin
\nSVP, Group Management Director: Nanci Silverman
\nAccount Director: Elise Sherman
\nSenior Account Executive: Adam Saltman
\nAccount Executive: Sneha Ramachander
\nVP, Senior Broadcast Producer: Ida Lew
\nDirector: Steve Chase<\/em><\/p>\n
\nAlexion Pharmaceuticals
\naHUS Disease Journal Ad
\n![\"\"](\"\/files\/0612supp\/f5_alexion.jpg\")
\nThe campaign highlights the seriousness of the ultra-rare
\ndisease atypical hemolytic uremic syndrome (aHUS),
\nwhich causes sudden and progressive organ failure and
\ndeath. aHUS is a chronic, lifelong disease of systemic
\ncomplement-mediated thrombotic microangiopathy (TMA)
\nwith catastrophic consequences. The high-impact, high-science
\nart illustrates the life-threatening nature of this
\ndisease at the microvascular level.<\/p>\n
\nVP, Group Copy Supervisor: Gabrielle Tjaden
\nSVP, Account Director: Mary Lynn Kargman
\nVP, Account Group Supervisor: Kirsten Tonnessen
\nAccount Group Supervisor: Danielle Love
\nAccount Supervisor: Jennifer Santorsola
\nClient Team: Margaret Olinger, Jeroen van Beek, John King, Marcus
\nPeters, Chris Mutz, Brad Mathis, Courtney Cupples, and Ahmad Alrawi<\/em><\/p>\n
\nAcorda Therapeutics
\n\u201cWhat\u2019s in a Name\u201d
\n![\"\"](\"\/files\/0612supp\/f5_acorda.jpg\")
\nKlick Health was asked to create Acorda Therapeutics\u2019 new
\nintranet system while also finding a way to encourage employee
\nadoption and develop enthusiasm for the rollout.
\nAnd so the \u201cWhat\u2019s in a Name\u201d campaign was born. The
\nidea was to increase awareness amongst Acorda\u2019s staff with a
\ncontest to name the new system. The campaign consisted of
\nposter-sized print ads, which stressed the importance of coming
\nup with a good name by humorously referring to brands with
\nincredibly recognizable names (FedEx, Perrier, Lego, etc.).
\nThe campaign resulted in hundreds of contest submissions,
\nbut only one winner: \u201cSynapse\u201d!<\/p>\n
\nVP, Creative Services, Klick Health: Glenn Zujew
\nArt Director, Klick Health: John Harmer
\nAssociate Creative Director, Klick Health: Yamini Ramamoorthy
\nSenior Designer, Klick Health: Heeyol Lee
\nSenior Designer, Klick Health: Ariana Zhukova<\/em><\/p>\n
\nNovartis Vaccines – Menveo
\nFresh Rhymes Unbranded Meningitis
\nAwareness Campaign
\n![\"\"](\"\/files\/0612supp\/f5_menveo.jpg\")
\nThe perception is that meningitis is something so rare that it
\nonly happens to \u201cother people\u2019s kids.\u201d The reality is that any
\nkid who takes part in normal teenage behavior, like kissing
\nand sharing, is at risk. To raise awareness, this kit was
\ndesigned for public health offices, providing materials that
\nhelp educate and inform parents of preteens and teenagers
\nthat meningococcal meningitis is a deadly disease.<\/p>\n
\nresonated with parents, as well as healthcare providers.
\nAdditionally, this unbranded campaign emphasized Novartis\u2019
\ncommitment to public health by driving the desired behavior
\nof getting adolescents vaccinated and protected.<\/p>\n
\nGroup Copy Director: Margaret Lubalin
\nArt Director: Mimia Johnson<\/em><\/p>\n
\nSanofi U.S.
\niBGStar Blood Glucose Monitoring
\nSystem Launch Digital Campaign
\n![\"\"](\"\/files\/0612supp\/f5_sanofi.jpg\")
\nThe objective of the iBGStar digital campaign was to announce
\nthe FDA clearance and subsequent retail launch
\nof the fi rst blood glucose meter to connect directly to the
\niPhone and iPod touch. The campaign incorporates lifestyle
\nmessaging and the excitement and visual energy that users
\nof Apple devices expect and admire. The full website
\nshowcases a thirty-second promotional video illustrating
\nhow easily the device is incorporated into daily life, along
\nwith two \u201cApple-esque\u201d tutorial videos. A vibrant color
\npalette, well-organized navigation, parallax scrolling, and
\nhighlight nodes provide an engaging experience for users.<\/p>\n
\nsite, with the campaign also featuring an announcement
\nand CRM email stream, savings offer, SMS\/email strip refi ll
\nreminders, media banners, social media components, and
\nmore.<\/p>\n
\nCreative Director: Tomek Weber
\nArt Director: Anthony Tackett
\nCopywriters: Kevin Wohler\/Andrea Byrne
\nVideo Producer: Dusty Fann
\nAccount Supervisor: Nikolay Yakovlev
\nAccount Supervisor: Debbie Fenemore<\/em><\/p>\n
\nAcorda Therapeutics – Ampyra
\nThink MS. Think Walking.
\n![\"\"](\"\/files\/0612supp\/f5_ampyra.jpg\")
\nMost MS patients believe that walking impairment is
\nthe most challenging symptom of their disease, but
\nneurologists who treat MS are typically less interested in
\ntherapies that relieve symptoms and more concerned with
\nhalting the disease using disease-modifying therapies.
\nWe employed an MRI scan (a visual more than familiar
\nto physicians who treat MS) but with a surreal, striking
\naddition that highlights the importance of walking. When
\ndoctors review lesions in a brain scan, they should also
\nconsider its potential impact on mobility\u2014and keep
\nwalking impairment in mind. We combined the visual
\nwith high-impact, concise copy for a campaign with a
\nclear message and a whole lot of stopping power.<\/p>\n
\nAccount Manager: Elyse Coyle
\nEVP\/Executive Creative Director: Steve Frederick
\nSVP\/Creative Director: Steve Witt
\nGroup Art Supervisor: Noel Garingan
\nCopywriter: Peter Shields<\/em><\/p>\n
\nAlcon Surgical
\n\u201cAcrySof Cachet Phakic Lens Global Campaign\u201d
\n![\"\"](\"\/files\/0612supp\/f5_alcon.jpg\")
\nPhakic lenses are an alternative to LASIK surgery, but there are procedural similarities between these types of refractive lenses and cataract intraocular lenses (IOLs). Alcon is the world leader in cataract IOLs, with more than 60 million AcrySof brand IOLs implanted globally. That fact revealed a great opportunity to capture the confidence of this proven cataract brand, since Alcon\u2019s phakic lens is designed on the world-renowned and trusted AcrySof platform.<\/p>\n
\nCGI (Computer Generated Imagery): Alter
\nAccount Leads: Amy Smith, Sarah Drake, Jennifer Short
\nClient Leads: Seba Leoni, Rafael Chan, Tomoka Hiramatsu<\/em><\/p>\n
\nLilly Oncology
\nThe Moment Video
\n![\"\"](\"\/files\/0612supp\/f5_lillyoncology.jpg\")
\nWhen it comes to cancer, much attention is given to things like data and clinical endpoints. We chose, however, to focus on the one thing all cancer patients have in common: that devastating moment when they receive their diagnosis. The moment
\nwhere Lilly Oncology can take action.<\/p>\n
\nman\u2019s life has changed forever. These are the moments that are the driving force behind Lilly Oncology\u2019s commitment to change the world of cancer care.<\/p>\n
\nArt direction: Jason Piaskowski
\nWriters: Patrick Myers and Chris Hill<\/em><\/p>\n
\nJanssen Biotech, Inc.
\nRemicade \u201cThe Beast\u201d
\n![\"\"](\"\/files\/0612supp\/f5_remicade.jpg\")
\nWith more than a decade of experience, Remicade is respected as one of the strongest and most effective anti-TNF treatments for rheumatologic disease. However, some rheumatologists are beginning to question the role of infusion therapy, given the
\nbreadth of easier-to-use, though not necessarily as effective, options.<\/p>\n
\nconveys the vicious signs and symptoms of rheumatologic disease and tells the story in a dramatic and telegraphic fashion. The Beast, which tested off the charts in quantitative and qualitative research, and as market results confirm, clearly reinforces for prescribers just why they rely on Remicade.<\/p>\n
\nCopywriter: Lauren Anton, Courtney Korzun
\nIllustrator: Sarah Coleman
\nCreative Director: George Lewis
\nExecutive Creative Director: Diane Ohye<\/em><\/p>\n
\nBristol-Myers Squibb and Otsuka America Pharmaceutical, Inc. – Abilify
\n\u201cMe and My Depression\u201d
\n![\"\"](\"\/files\/0612supp\/f5_abilify.jpg\")
\nWinston Churchill famously called depression his \u201cblack
\ndog,\u201d so we asked people to illustrate their depression and
\nthe way it feels. Some described it as a black cloud, a ball
\nand chain, a hole in the ground, a bathrobe, or an umbrella
\nthat rains only on them. We brought those stories and
\ntestimonials to life in our \u201cMe and My Depression\u201d integrated
\ncampaign using animation and illustration, helping
\npatients to better see themselves in the characters. Each
\ncharacter has his or her own depression story and a road
\nto better treatment with Abilify. The integrated campaign
\nincludes TV, print, collateral and web.<\/p>\n
\nSenior Product Manager: Edward Banfe
\nProduct Manager: Kallie Speller
\nDirector, Customer Strategy & Operations: Michele Kemp
\nRegion Business Director: Michele Calope
\nDigitas Health Creative Team
\nExecutive Creative Director: Jacqueline Nolan
\nExecutive Creative Director: Graham Mills
\nGroup Creative Director: Audrey Fleisher
\nCreative Director: Charles Truett
\nDigitas Health Account Team
\nSVP\/Marketing: Michael Maher
\nVP\/D, Marketing: Jennifer Hubbell<\/em><\/p>\n
\nUpsher-Smith Laboratories, Inc. – Epilog brand
\nEpilog Integrated Campaign
\n![\"\"](\"\/files\/0612supp\/f5_epilog.jpg\")
\nEpilog.us, an online outlet to provide epileptologists and neurologists with opinions and trending information on topics related to epilepsy treatment, was launched at the American
\nEpilepsy Society (AES) meeting in December 2011. The Epilog brand, a disease education program, seeks to foster dialog and serve as a voice for neurology and epileptology professionals
\nwho aspire to improve patient outcomes through education, advocacy and discussion.<\/p>\n
\nPartner\/Creative Lead: Jaime Butler-Binley
\nDesigner: Renata Sviridova
\nInteractive Strategist Lead\/Writer: Stephanie Brown
\nCopywriter: David Wilson
\nInteractive Strategist: Nora Flansburg
\nPartner\/Account Service Lead: Patrick O\u2019Shea
\nMedical Strategist: Kim Irish
\nWeb Developer: Adam Leder
\nWeb Developer: Chris O\u2019Brien
\nProject Management Lead: Jenny McKenna
\nProject Management: Donna McCarthy<\/em><\/p>\n
\nLEO Pharma Inc. A\/S -Taclonex
\nTaclonex Unzip
\n![\"\"](\"\/files\/0612supp\/f5_taclonex.jpg\")
\nPsoriasis is a tough disease to live with. It\u2019s uncomfortable, disfiguring, and often downright humiliating. In focus groups, patients continuously say they \u201cjust want to step outside their skin.\u201d<\/p>\n
\nformulation\u2014Strength and Simplicity. The unzip campaign is meant to showcase the elegance of Taclonex. The iconic device of the zipper is not only striking\u2014but also functionally convenient. It\u2019s a great way to show before and after imagery (which
\ndermatologists love) without the tired split-screen execution.<\/p>\n
\nEVP Managing Partner, Creative Director, Art: Adam Cohen<\/em><\/p>\n