Creative Review
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Creative Review

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A few years back, I had a chance to speak about a wonderful example of creativity in the world of Pharmaceutical Advertising. (Yes, it is possible) ...

A few years back, I had a chance to speak about a wonderful example of creativity in the world of Pharmaceutical Advertising. (Yes, it is possible)

I was proud to speak about this concept even though I did not have anything to do with the creation or even know the developers. I knew very little about the ad agency before doing some research on them for this write-up.

It is always my pleasure to share great work, even if I wasn't the one who did it.

Enjoy!

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Creative Review Creative Review Document Transcript

  • CREATIVE review For Art’s Sake E ach month, this department pays homage to memorable advertis- ing and marketing campaigns. The highlighted executions have been identified by leading creative executives for their noteworthy use of copy, art, photography, whimsy, uniqueness, etc. — in com- bination or as single branding elements. Creating good pharma- ceutical advertising and marketing requires agencies to think out of the box and clients who dare to be different. PharmaVOICE is pleased to give these vanguards their due recognition. Xenical Title: Lethal Obsession Agency: Paling Walters Client: Roche Creative Director: Frank Walters viewer will probably need to take a second look to married to the visual The headline is catch the pay off. Art Directors: Paul Byrne and Married to the visual like the title to a David Dalley masterpiece, the headline “lethal obsession” Copywriter: Carmel Thompson poetically emphasizes the problem addressed in the Account Director: Kathryn Ellis advertisement. Photographer: Paul Bevitt For a brand that has the potential to be dismissed as simply another diet pill,the communication shift Once in a great while an idea from losing weight to saving lives has made the surfaces that makes you wish difference.The take-away message is clear,the story is you were the one who conceived simple,and the execution is flawless.We can all only it. It’s an idea so simple that it hope our next idea is as magical. could be used in a campaign for years and yet so captivating that For Marvin J.Bowe III,VP, Creative Director,The stimulating execution look effortless. Navicor, the audience looks forward to its Navicor Group, the use of consumer principles in this Westerville, Ohio, is a division of inVentiv next iteration. Marvin Bowe Xenical ad make conceptual thinking and Communications, an inVentiv Health company. These ideas, though, are few and far between, especially in pharmaceutical advertising. Some people attribute C A L L F O R E N T R I E S this rarity to regulatory restrictions, while others point to the technical nature of the target audience For Art’s Sake — This is your chance to have your creative VOICE heard! — as if to say physicians are not consumers as well We invite CREATIVE PERSONNEL from the healthcare advertising, medical-education, public-relations, and communications communities to choose an advertisement, medical-educational program, or public-relations campaign that was produced by as healthcare providers. another agency/company and highlight in a 100-word to 200-word letter why the ad or campaign is notable or Some advertising agencies, however, such as memorable. Paling Walters, have a philosophy to “do the right In addition,we include a photograph of the executive submitting the campaign for publication in the department.We also include a graphic of the ad or campaign being reviewed.Campaigns are not limited to current executions; they can include tactics thing, not just the easy thing.”They apply classic that have withstood the test of time,that broke new ground,or that remain memorable for a variety of reasons. consumer principles and make conceptual thinking Guidelines: Submit a 100-word to 200-word letter as to why the ad or campaign is notable or memorable. Include and stimulating executions look effortless. your name, company affiliation, e-mail address, and a jpeg photo of yourself and the creative being showcased. The Paling Walters campaign for Xenical gets to Participation: Open to anyone involved in pharmaceutical marketing. the heart of the matter: the foods we’ve grown to Submission: To have your VOICE heard, please send submission to feedback@pharmavoice.com. love can hurt us the most. In this series, the artist shows various icons of death infused into the food composition — an execution so subtle that the Read. Think. Participate. 54 February 2007 PharmaVOICE PDF created for: Marvin Bowe (marvinbowe@yahoo.com) 9/15/2010