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Weekly UpdatesWhat makes for an excellent ad? Is it creativity, stopping power, effectiveness, a message? Are all of these elements necessary? Is one enough?
Ad agencies are under an intense amount of pressure. They are competing against other agencies and other types of media for a limited amount of audience time and attention. They may spend long hours and lots of hard work to reach these goals, but they are attainable. When they are reached, the rewards are gratifying.
In this issue of PRODUCT MANAGEMENT TODAY, the winners of the seventh annual on-line Reader's Choice Awards and the very-deserving ads that received Honorable Mention are presented. This year's contest received the most entries yet--126. Participating agencies ranged from small to large, national to international. The types of ads ran the gamut from public interest announcements to the introduction of medical breakthroughs.
The ad is the final result, but it is only part of the total creative process. Behind each ad are the talented individuals on the creative team. Therefore, each entry on the following pages contains a caption listing not only its title but also the agency and individuals who created the ad, as well as the client. A short statement, provided by the agency, is also included to help understand what the creators were thinking and what they hoped to achieve as they developed the ad.
The Reader's Choice Awards are the only on-line awards in which the readers choose the winners. This makes sense, since the readers of PMT not only create the ads but also include the product management team s that use them in the marketing mix. This year, the PMT website registered nearly 5,000 votes.
On behalf of PMT, I salute the winners and finalists for their inspiring ads. Thanks also to our readers, who made this on-line contest the most successful yet.--I.R.
Gold Award
Title: VESIcare Pants Agency: AbelsonTaylor Creative Director: Stephen Neale Senior Art Director: Therese Maginot Art Director: Chris Belford Senior Copywriters: Mike Fine, Andy Manilow Client: Astellas/GlaxoSmithKline
Usually products that are fifth to market don't have a lot to be happy about, but VESIcare has a unique campaign that is differentiating, memorable, and effective. The image of pants on a clothesline reinforces the brand promise and provides the VESIcare brand team many happy returns on investment.
Silver Award
Title: Uloric Disease State Campaign Agency: GSW Worldwide Creative Director: Randall Montgomery Art Directors: Dennis Leahy, Andy Spitzer Copywriter: Randall Montgomery Client: TAP Pharmaceuticals
The communication objective for the gout disease awareness campaign for TAP Pharmaceutical Products, Inc. is to raise awareness of gout as a chronic, metabolic disorder. The creative objective is to do this in a simple and dramatic way that metaphorically reflected the pain of a gout sufferer and brings new relevance to a disease that hasn't been talked about in decades.
Bronze Award
Title: Transplant Experience Program Welcome Kit Agency: Kane and Finkel Healthcare Communications Creative Director: Bob Finkel Art Director: David Bloom Copywriter: Michelle Green Product Manager: Lea Irons Client: Astellas
The Transplant Experience program was created to meet the needs of patients at each stage of the transplant process, providing information, tools, tips, and advice from health care professionals in transplantation. The program welcome kit includes an inspirational video, a personal treatment journal, and a pill box to encourage medication adherence.
Honorable Mention
Title: Solage Doll Ad Agency: Regan Campbell Ward McCann Creative Director: Scott Robbins Art Director: Debbie Maguire Copywriter: Dana Defonte Product Manager: Kristin Collins Client: Barrier Therapeutics, Inc.
The Solage Team was faced with a challenge: to reposition Solage in an increasingly cosmetic and procedural atmosphere. They rose to the challenge with something both memorable and strategic. The striking image stops physicians in their tracks, and the headline quickly telegraphs how Solage fits into the customer's practice.
Title: Waterfall Agency: Sudler & Hennessey Creative Directors: Joe Garamella, Christine Donnellan Art Directors: Tina Brancaccio, Marvin Emerson Copywriters: Patrice Lee, Brian Wilkin Product Managers: Maria Karas, Ivan Martinez Client: Astellas
When creating the launch ad for Vaprisol, Sudler & Hennessey's goal was to find an iconic visual that quickly conveyed the brand's promise to help restore the body's balance of salt and fluid. The campaign's core visual does just that--dramatically positioning Vaprisol as the first "aquaretic" in physicians' minds.
Title: Cardiolite Predict It, or Image It Campaign Agency: The Hal Lewis Group, Inc. Executive Creative Director: Peter Siegel Copywriter: Jennifer Endy Artist: Amy Lewis Product Manager: Richard Graham Client: Bristol-Myers Squibb Medical Imaging, Inc.
As the end of the patent for Cardiolite drew near, the agency was tasked to revitalize the brand by giving it a "launch" look and feel--as well as help Cardiolite continue to maintain its dominant share of the market in the face of growing competition.
Title: Don't Give a Gift From the Past Agency: Ogilvy Healthworld Creative Director: Gord Schwab Art Director: Gord Schwab Copywriter: Gord Schwab Product Manager: Melanie De Wildt Client: GlaxoSmithKline
Most people with genital herpes don't realize they can spread their infection with or without having any visible symptoms. The objective of this ad is to encourage patients to talk to their doctor to learn about ways to reduce their risk of transmission.
Title: Rainbow Man Agency: Harrison & Star Creative Director: Chris Watson Art Director: Beth Russo Copywriter: Brenda Prindle Product Manager: Deanna Mackey Client: Genentech BioOncology Franchise
The "Professional Support Services Ad" is intended to raise awareness about the extensive range of services that Genentech BioOncology offers the cancer community. The ad combines DNA, an icon representing Genentech's innovative science, with an aspirational image that communicates Genentech's goal of changing the way cancer is treated.
Title: Increlex Launch Ad Agency: DPM Advertising Creative Director: Jay Doniger Art Director: Melanie Fiacchino Copywriter: Jim Ardito Account Managers: Shana Robinson, Karen Sun Photographer: Laurie Rubin Product Manager: Susan Billat Client: Tercica
Increlex was launched as a new drug for children with growth failure with severe primary IGF-1 deficiency. The challenge was to launch the brand without mentioning the disease state or Increlex advantages. The flower graphic is worth a thousand words, suggesting the hope of growth that Increlex provides to severely short children.
Title: Vandazole Launch Ad Agency: Goble & Associates Creative Director: Dave Raube Art Director: Vicki Harrison Copywriter: Julie Wray Product Manager: Chris Evenstad Client: Upsher-Smith
Our launch ad for new Vandazole (metronidazole vaginal gel, 0.75%) promoted not only the brand, but an overall awareness of the bacterial vaginosis category. Our goal was to convert current metronidazole gel prescriptions to new Vandazole with highlighted messages of proven efficacy and economical pricing.
Title: Byetta Journal Ad Agency: AbelsonTaylor Creative Director: Rob Kienle Art Directors: Joe Pajkos, April Drugan Copywriter: Walter Michka Client: Amylin Pharma/Eli Lilly and Company
The goal of this ad was to incorporate our sales message of unique beta-cell effects into an arresting image that would draw attention to our first-in-class type 2 diabetes therapy in a simple, yet compelling way. The ad clearly communicates that Byetta puts beta cells back to work.
Title: Emergency Department Direct Mailer Agency: Core-Create, Inc. Creative Director: Dorene Weisenstein Art Director: Levy Valverdi Copywriter: Dana Kababik Artist: Levy Valverdi Product Manager: Elisa Kates Client: ConvaTec
The goal of Core-Create's AQUACEL Ag dressing direct mailer was to alert health care professionals nationwide that traumatic wounds and burns are a significant concern for the emergency department, particularly during the Summer, and that ConvaTec has a solution that will make a difference in treatment by preventing and managing infection.
Title: No Limits in Sight Agency: Pacific Communications Creative Director: Ron Ovadia Art Directors: Alan Ichiriu, Chris Keefe, Lori Yost Copywriter: Ron Ovadia Product Manager: Hans-Peter Pfleger Client: Allergan, Inc.
Targeting ophthalmologists, we wanted to highlight Allergan Eyecare's focus on the future, with its unlimited possibilities. A distinct icon focuses one's attention on a road leading to the horizon, with no limits in sight. We extended this campaign to represent Allergan Eyecare's various divisions--optic nerve, corneal health, and retinal health.
Title: The Promise Continues Campaign Agency: Interlink Healthcare Communications Creative Directors: Jon Male, Dave Renner Art Director: John Boyle Copywriter: Tracy Zuto Photographer: Dana Neibert Client: Novartis
This campaign is the culmination of ongoing scientific and personal triumph with Glivec. The arresting image of an orange gift box symbolizes the profound "human impact" that Glivec has had in CML and GIST. The gift is a universally understood gesture that equates the brand with the gift of time.
Title: Real. Original. Agency: CommonHealth Creative Director: Scott Watson Art Directors: Gail Berlese, Tina McGill Copywriter: Jon Dyer Photographer: Bill Wagner Client: CommonHealth
Working in collaboration, CommonHealth companies create original solutions to real-time issues. An introduction to CommonHealth's "Real" campaign, here we highlight the organization's ability to provide clients with unique, reality-based insights, strategic direction, and execution based on our analysis of more than 2,000 hours of actual doctor-patient visits in 26 therapeutic categories.
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