2 0 1 0
a w a r d s
a d v e r t i s i n g
2010
ADVERTISING AWARDS
Winners of the 2010 DTC National Advertising Awards were announced at the 10th annual Advertising
Awards dinner, sponsored by HealthGrades and held in conjunction with the DTC National Conference.
Gold, Silver and Bronze winners were named in eight advertising categories, with Merck’s six
award-wins highlighting the evening.
A
mong the
companies
winning multiple
Ad Awards this year were:
Boehringer Ingelheim
(including two Gold
awards for Flomax in the
Best Branded Television
and Best Branded Print
categories), AstraZeneca,
Bayer, Bristol-Myers
Squibb, Sanofi-Aventis
and Shire. Among the
brands receiving multiple
awards were Flomax,
Symbicort and Vyvanse.
Greater Than One sponsored a cocktail reception
prior to the Ad Awards in recognition of its 10-year
anniversary.
DTC Perspectives held a drawing
for attendees who visited 20
exhibit booths during the DTC
National Conference. This year’s
winners are: Michelle Trichter of
e-Healthcare Solutions (receiving
her Wii prize from Mark Tosh
of DTC Perspectives in the top
photo) and Ajaya Das of Bristol-Myers Squibb (in the right
photo being congratulated by Amanda Ehrlich of DTC
Perspectives) who won a Kindle in the drawing.
36 | DTC Perspectives • June 2010
Kyla Smith of CommonHealth, Shradha Agarwal, Jim Demas, Steve Svec,
all of Diabetes Health Network, and Shelagh Brooke of CommonHealth
mingling at the opening night cocktail party.
For the Best Branded Television Award (sponsored by CBS) and Best Branded
Print categories, the winners were determined by a combination of votes from an
independent expert judging panel and DTC National delegates. The judging panel
also selected the winners for the other Ad Award categories. This year’s judges
included: Fariba Zamaniyan, senior vice president, Nielsen IAG; Fred Church,
vice president, Ipsos Vantis; Frank Chipman, vice president, Millward Brown;
Mark Einhorn,
vice president,
advertising
and packaging
research, MVRG;
Marc Jaffe, senior
account service
executive, VMS.
Tom Delaney and Elaine King of CBS check their program at the Ad Awards dinner.
BESTIntegrated Campaign
Brand / Company
Nasonex / Merck & Co., Inc.
GOLD WINNER
Team members
Herb Ehrenthal, group vice president; Don Lowy, vice president, global advertising
and marketing; Holly Rosenthal, associate director consumer communications; Marianna Khristov, associate director global advertising and marketing
Agencies
Daggerwing Health: Account Team – Amy McWhirter; Creative Team – Janice
McCraken; Submitter – Cheryl Ferguson, executive vice president
Logical Design Solutions: Account Team – Rob Pratt
BBDO: Account Team – Ben Tauber; Creative Team – Mike Towell, senior vice
president creative director
Razorfish: Creative Team –Michael Nuzzo, creative director
Merck Studio: Other Contributors – Ron Uetz
Epsilon: Other Contributors – Debra Odgen
SILVER WINNER
Kristen Winters of Merck & Co. (left) accepts the Gold award
from Suzanne Polizzi of HealthGrades.
“Silhouette II Revised”
Brand / Company
Symbicort / AstraZeneca
Team members
Lesa Henry, Symbicort brand director; Shouvik Datta, consumer
brand leader; Rob Maresca, consumer brand leader
Rob Maresca of AstraZeneca, Mary Brown of EvoLogue, Shelagh Brooke of CommonHealth
receive the Silver award from HealthGrades’ Suzanne Polizzi.
“Head Off”
Brand / Company
Treximet / GlaxoSmithKline
BRONZE WINNER
Agency
Euro RSCG Tonic
Account Team – Paul Klein, managing director; Creative Team – Phil Silvestri,
managing director, ECD; Rich Roth, managing director ECD; Pete Coutrolis, creative director; Other Contributors – Dave Hubbert, creative director; Kurt Noassan, creative director; Robert Westhoff, associate creative director; Megan Hughes,
senior art director; Dan Weitzman, senior copywriter; James Murphy, associate creative director; Submitter – Laura Dartnall, group account director
2 0 1 0
Team members
Kate Greengrove, senior director; Kathy Oliva, product director; Pete Henderson,
senior product manager
a w a r d s
Agency
EvoLogue, part of CommonHealth
Account Team – Marc Weiner, managing partner; Mary Brown,
senior vice president, management supervisor; Greg Curry, senior account executive; Creative Team – Mark Kosak, EVO,
chief creative officer; David Ross, vice president, ACD; Andrew
Goodman, vice president, associate creative director; Other Contributors – Shelagh Brooke, executive vice president, chief strategic officer; Liz O’Neil, vice president media director; Submitter
– Kerianne Slattery, manager, corporate communications
a d v e r t i s i n g
2009 DTC Best Integrated
Campaign for Nasonex
Melissa A. Olman of Euro RSCG Tonic (left) receives the
Bronze award from HealthGrades’ Suzanne Polizzi.
DTC Perspectives • June 2010 |
37
a d v e r t i s i n g
a w a r d s
2 0 1 0
BESTBranded Print Campaign
GOLD WINNER
“Sportscasters –
Signs” Campaign
Brand / Company
Flomax / Boehringer Ingelheim
Team members
Rich Baron, executive director, customer development marketing; Eileen Grossman, associate
director; Rita Ribeiro, product manager
Agency
Grey NYC
Account Team – Maureen Maldari; Patrick
Wisnom; Marissa Adler; Creative Team – Mark
Schwatka; Andrew Bohjalian; Ulla Kling; Other
Contributors – Jan Zislin; Lori Bullock; Submitter
– Margie Millero
Suzanne Polizzi of HealthGrades (third from left) presents the award to Rich Baron and Eileen Grossman of
Boehringer Ingelheim, Margie Millero, Maureen Maldari and Andy Bohjalian, all of Grey NYC (not pictured:
Ulla Kling of Grey NYC and Rita Ribeiro of Boehringer Ingelheim).
“Grow Featuring
Brooke Shields”
SILVER WINNER
Brand / Company
Latisse / Allergan
Team members
Rob Rhatigan, senior vice president, facial aesthetics; Salma Jutt, senior director, topical aesthetics business; Jamie Burks, senior product
manager, consumer
Maureen Maldari of Grey NYC (left) and Mercedes Campos of Grey NYC
(right) accept the Silver award from HealthGrades’ Suzanne Polizzi (center).
“Man and Truck”
Agency
Grey NYC
Account Team – Maureen Maldari, executive vice president, group
management director; Jason Kahner, senior vice president, group
account director; Mercedes Campos, vice president, account director; Jordan Long, assistant account executive; Creative Team – Jan
Egan, senior vice president, creative director; Ron Castillo, senior
vice president, creative director; Submitter – Angela Leali, account
supervisor
BRONZE WINNER
Brand / Company
Symbicort / AstraZeneca
Team members
Lesa Henry, Symbicort brand director; Shouvik Datta, consumer brand leader; Rob Maresca, consumer brand leader
Agency
EvoLogue, part of CommonHealth
Account Team – Marc Weiner, managing partner; Mary
Brown, senior vice president, management supervisor; Greg
Curry, senior account executive; Creative Team – Mark
Kosak, EVO, chief creative officer; David Ross, vice president, ACD; Andrew Goodman, vice president, associate
creative director; Other Contributors – Shelagh Brooke,
executive vice president, chief strategic officer; Liz O’Neil,
vice president media director; Submitter – Kerianne Slattery, manager, corporate communications
38 | DTC Perspectives • June 2010
Rob Maresca of AstraZeneca, Mary Brown of EvoLogue, Shelagh Brooke of CommonHealth accept the
Bronze award from HealthGrades’ Suzanne Polizzi.
BESTBranded Television Campaign
a d v e r t i s i n g
GOLD WINNER
“Sportscasters”
Brand / Company
Flomax / Boehringer Ingelheim
Team members
Rich Baron, executive director, customer
development marketing; Eileen Grossman,
associate director; Rita Ribeiro, product
manager
Agency
Grey NYC
Account Team – Maureen Maldari; Patrick
Wisnom; Marissa Adler; Creative Team –
Mark Schwatka; Andrew Bohjalian; Ulla
Kling; Other Contributors – Jan Zislin; Lori
Bullock; Submitter – Margie Millero
(From left) Tom Delaney and Elaine King of CBS award Eileen Grossman of Boehringer Ingelheim, Rich Baron of
Boehringer Ingelheim, Margie Millero of Grey NYC, Maureen Maldari of Grey NYC, Andy Bohjalian of Grey NYC
with the Gold for Best Branded Television Campaign (not pictured: Ulla Kling of Grey NYC and Rita Ribeiro of
Boehringer Ingelheim).
SILVER WINNER
“Depression Hurts”
Campaign
Brand / Company
Cymbalta / Eli Lilly & Company
CBS’ Tom Delaney (far left) and Elaine King (far right) present the Silver award to recipients Amelia Rosner (inside left) and Cynthia Rothbard (inside right) of DraftFCB.
“I Chose Mom Refresh”
a w a r d s
Team members
Gary Walker, senior director of U.S.; Ben Basil, marketing consultant; Keith Botner, marketing consultant; Other
Contributors – Kerrie Patton, advertising and media services;
Joe Holman, manager, advertising/media consumer; David
Huang, market research consultant
Agency
DraftFCB
Account Team – Terry Voltz, senior vice president, GMD;
Natalie Glaser, vice president, management director; Creative
Team – Jeff Cameron, vice president, creative director; Kris
Nichols, associate creative director; Cynthia Rothbard, senior
vice president, creative director; Amelia Rosner, senior vice
president, creative director; Submitter – Sagarika Batra, account executive
BRONZE WINNER
Brand / Company
Gardasil / Merck & Co. Inc.
Agency
DDB NY
Account Team – Ellen Fields, global account director; Julie
Lister, account director; Lauren Neuman, account supervisor;
Creative Team – Janet Guillet, executive creative director;
Marilyn Kamm, senior art director; Other Contributors –
Martin Kovach, senior manager; Shannon Womack, account
executive; Submitter – Nicole Weathers, account executive
2 0 1 0
Team members
Babak Bazmi, senior director, global marketing communications; Karen Lindquist, senior manager, HPV Franchise; Joe
McLane, senior manager
CBS’ Tom Delaney (far left) and Elaine King (far right) present the Bronze award to Joe McLane
of Merck & Co. and Lauren Neuman of DDB NY.
DTC Perspectives • June 2010 |
39
a d v e r t i s i n g
a w a r d s
2 0 1 0
BESTDisease Education Campaign
GOLD WINNER
“3 Little Letters”
Condition / Company
HPV & Cervical Cancer / Merck & Co., Inc.
Team members
Babak Bazmi, senior director, global marketing communications; Karen Lindquist, senior manager, HPV Franchise; Joe
McLane, senior manager
Agencies
DraftFCB
Account Team – Katie McCarthy, media supervisor; Pam
Wong, media planning director; Submitter – Nicole Coletti,
vice president, associate media director
Cosmopolitan: Creative Team – Jen Geller; Jo S. Carne;
Marianne D’Civiletto; Other Contributors – Susan Perryman
DDB NY: Other Contributors – Lauren Neuman, account
supervisor; Shannon Womack, account executive
Suzanne Polizzi of HealthGrades (second from right) presents the Gold award to Joe McLane of Merck
& Co., Nicole Coletti of DraftFCB, Jennifer Geller of Hearst, Kathleen McCarthy of DraftFCB, and Jo
Carne of Cosmopolitan.
SILVER WINNER
“Predator”
Condition / Company
Chronic Hepatitis B / Bristol-Myers Squibb
Team members
Aine Scibelli, senior director; Kawaljit Kaur, brand leader; Eileen Chin, associate product manager
(From left) Euro RSCG Life Chelsea’s Richard Marshall and Julie Manganella, and Bristol-Myers
Squibb’s Ajaya Das and Karen Best of Bristol-Myers Squibb receive their award from Suzanne Polizzi of
HealthGrades.
Agency
Euro RSCG Life Chelsea
Account Team – Diana Julian, account group; Julie
Manganella, senior vice president management supervisor; Creative Team – Jill Karshmer, vice president,
group art; Other Contributors – Tamara Osdoby, account executive; Richard Marshall, practice leader;
Gloria Ariza-Greve, senior traffic manager; Submitter –
Andrea Infelice, account executive
“HPV Facts”
BRONZE WINNER
Condition / Company
HPV & Cervical Cancer / Merck & Co., Inc.
Team members
Babak Bazmi, senior director, global marketing communications; Karen
Lindquist, senior manager, HPV Franchise; Joe McLane, senior manager; Lisa
Brogan, promotion manager
Other Contributors – Martin Kovach, senior director, creative services
Agencies
DDB NY
Account Team – Ellen Fields, global account director; Julie Lister, account
director; Lauren Neuman, account supervisor; Creative Team – Janet Guillet,
executive creative director; Lynn Crosswaite, creative director; Wendy Marks,
creative director; Other Contributors – Shannon Womack, account executive;
Submitter – Nicole Weathers, account executive
Rapp: Account Team – Jason Barone, management supervisor; Creative Team
– Bryan Gaffin, senior vice president, group creative director; Other Contributors – Brittany Beatty, senior account executive; Mike Corrigan, creative
director
40 | DTC Perspectives • June 2010
Suzanne Polizzi of HealthGrades (right) presents Joe McLane of Merck
& Co. with the Bronze award.
BESTBranded Web site
a d v e r t i s i n g
vyvansefocus.com
Branded Consumer
Web Site
Brand / Company
Vyvanse / Shire
GOLD WINNER
Team members
Jenith Damasco; Jennifer Ogorzalek, Marlene Edmonds
Agency
Euro RSCG Tonic
Submitter – Andrea Piccininni, account director
Marlene Edmonds of Shire (left) receives the Gold award from HealthGrades’
Suzanne Polizzi.
SILVER WINNER
CONCERTA.net
Brand / Company
Concerta / McNeil Pediatrics Division of Ortho-McNeil-Janssen
Pharmaceuticals Inc.
Team members
Denice Torres, president CNS; Lynda Benton, director of marketing; Lars Merk, product director; Wayne Sykes, product director
BRONZE WINNER
multaq.com Answers
the Call
a w a r d s
Lars Merk of Ortho-McNeil-Janssen and Bridget Read of Ogilvy Healthworld accept the
Silver award from Suzanne Polizzi of HealthGrades.
Agency
Ogilvy Healthworld
Account Team – Kathy Dinas, partner, account director; Bridget
Read, account supervisor; Caitlin Knight, account executive; Creative Team – Dan Chichester, senior partner chief creative; Nichole
Sokoloff, associate creative director; Submitter – Michelle Monte,
account executive
Brand / Company
Multaq / sanofi-aventis
Agency
Saatchi & Saatchi Wellness
Account Team – Debbie Sharken, senior vice president, associate group
account director; Jessica Tugender, account supervisor; Creative Team –
Kim Olsen, vice president, associate creative director; Janice DiMaggio,
vice president, associate creative director; Rob Resnick, vice president,
associate creative director; Other Contributors – Marcia Gold, senior
vice president, strategic planner; Bryan Lee, digital strategist; Wythe
Marshall, copywriter; Submitter – Jessica Schutz, account director
2 0 1 0
Team members
Ellen Gudewill, vice president, Multaq marketing; Karen Preble,
director, Multaq marketing
(From left) Karen Preble of sanofi-aventis and Jessica Schutz of Saatchi & Saatchi
Wellness receive the Bronze award from HealthGrades’ Suzanne Polizzi.
DTC Perspectives • June 2010 |
41
a w a r d s
2 0 1 0
BESTDigital Media Campaign
NuvaRing 2009 Digital
Media Campaign
Brand / Company
NuvaRing / Merck & Co., Inc.
GOLD WINNER
Team members
Herb Ehrenthal, group vice president; Don Lowy, vice president, global
advertising and marketing; Frank Bock, senior product manager, Internet;
Jennifer E. Ryan, director, consumer marketing
Agency
Razorfish
Account Team – Andrew Reuben, lead account manager; Jake Mckeon,
account manager; Other Contributors – Hyun Lee-Miller, associate media
director; Emily Meyer, senior media planner; Julia Iskold, assistant media
planner; Jamie Ross, senior search manager; Carly Maverick, search account manager; Thao Nguyen, search account manager; Submitter – Frank
Faita, senior account director
Julie MaGill of Razorfish and Kristen Winters of Merck & Co. accept the Gold
award from Suzanne Polizzi of HealthGrades.
SILVER WINNER
Vyvanse Pediatric
Banner Campaign
Brand / Company
Vyvanse / Shire
a d v e r t i s i n g
Team members
Jenith Damasco; Jennifer Ogorzalek
Agency
Euro RSCG Tonic
Account Team – Sonya Plato; Cynthia Slowik; Creative Team –
Matt Schaffer; John Colbert; Marc Blanchard; Other Contributors
– Michael DeRosa; Chuck Fletcher; Marc Gurevich; Submitter –
Andrea Piccininni
Marlene Edmonds of Shire (left) receives the Silver award from Suzanne Polizzi
of HealthGrades.
BRONZE WINNER
Seroquel XR 2009 Digital
Media Campaign
Brand / Company
Seroquel XR / AstraZeneca
Team members
Kimberly Malcolm; Jessica Pieters; Aurora Archer
Agency
(Undisclosed)
Christa Heintz and Aurora Archer, both of AstraZeneca, accept the Bronze award
from HealthGrades’ Suzanne Polizzi.
42 | DTC Perspectives • June 2010
BESTCRM/Direct Mail Campaign
Team members
Nicole Signore-Valentine, marketing director; Kristine L. Mihm,
marketing communication manager; Dean Werner, associate
marketing director
GOLD WINNER
Agency
Rapp
Account Team – Melanie Massenzio, account director; Eric
Tsui, management supervisor; Justin Kroesser, account executive;
Creative Team – Ilene Malakoff, senior vice president, creative
healthcare lead; Rosalyn Cundell, associate creative director; Sara
Lugo, art director; Jennifer Hirschberg, designer; Other Contributors – Mark Kaplan, senior communications planner; Stacey
Powell, project manager; Jimmy Dowell, project manager; Submitter – Tara Vetro, communications director
Melanie Massenzio, Ilene Malakoff and Eric Tsui, all of Rapp, receive the Gold award from
HealthGrades’ Suzanne Polizzi.
SILVER WINNER
Micardis Aiming
Lower Advantage
Adherence Program
Brand / Company
Micardis / Boehringer Ingelheim
Agency
G2 Direct & Digital
Account Team – Jack Lipton; Elizabeth Dew; Creative
Team – Geoff Council; Irene Alysandratos; Nari Choi;
Other Contributors – Chris Chopek; Submitter –
Jason Alongi
Jack Lipton of G2 Direct & Digital, Jason Alongi of G2 Direct & Digital, Marc Salzo of Boehringer Ingelheim, and Geoff Council of G2 Direct & Digital receive the Silver award from HealthGrades’ Suzanne
Polizzi (far right).
BRONZE WINNER
“3 Books”
2 0 1 0
Brand / Company
Enbrel / Pfizer & Amgen
Team members
Joseph Shields, senior product director; Shawn Booth, senior marketing manager; Natalie Rettinger, product manager
Agency
DraftFCB
Account Team – Nanci Silverman, senior vice president, GMD; Lindsay Pries, account director; Creative Team – Katie Connolly, vice
president, creative director; Merry Natalia, art director; Other Contributors – Robin Madell, medical editor; Submitter – Auge Reichenberg,
executive vice president, GCD
a w a r d s
Team members
Lance Taylor; Ruobing Xia
a d v e r t i s i n g
Get-to-Goal Alliance
Condition / Company
Vytorin and Zetia / Merck & Co. Inc.
Shawn Booth of Pfizer and Augé Reichenberg of DraftFCB accept the Bronze award
from Suzanne Polizzi of HealthGrades.
DTC Perspectives • June 2010 |
43
a w a r d s
2 0 1 0
BESTPoint-of-Care Campaign
Angeliq 2009 Direct to
Patient Campaign
Condition / Company
Angeliq / Bayer Women’s Healthcare
GOLD WINNER
Team members
Maureen Ruff, consumer lead; Sharon Meckes, deputy director
Agency
EvoLogue, part of CommonHealth
Account Team – Lori Brown, senior vice president, managing director; Alison Fehn, account executive; Creative Team – Sue Beers,
senior art director; Michele Moss, senior vice president, creative director; Andrea Stout, senior vice president, creative director; Other
Contributors – Shelagh Brooke, executive vice president, chief strategic officer; James Ruiz, director of program management; Liz O’Neil,
vice president director of channel marketing; Submitter – Kerianne
Slattery, manager, corporate communications
Shelagh Brooke and Kyla Smith, both of CommonHealth, receive the Gold
award from Suzanne Polizzi of HealthGrades.
SILVER WINNER
Plavix Heart Attack
Print Ad and Wallboard
/ Plavix Rx Edge Shelf
TALKER / Plavix Catalina
Pharmacy Letters
Brand / Company
Plavix / Bristol-Myers Squibb & sanofi-aventis
a d v e r t i s i n g
Team members
Asako Sakae; Vlad Castillo
Agency
Unit 7
Account Team – Denise D’Agostino; Michelle
Johnson; Creative Team – Bob Lapides; Gus
Tejerina; Steve Capp; Other Contributors –
Ann Hazan; Submitter – Sean Johnson
Denise D’Agostino of Unit 7, Edward Banfe of sanofi-aventis, Natalie Rettinger of Bristol-Myers Squibb, Carolyn
Hobbs of sanofi-aventis and Wesley Orlick of MediaVest, with the Silver award in the point-of-care category presented by Suzanne Polizzi (far right).
Yaz 2009 Direct to Patient
Campaign
Brand / Company
Yaz / Bayer Women’s Healthcare
BRONZE WINNER
Team members
Heidemarie Schnell, deputy director, Yaz consumer marketing
Agency
EvoLogue, part of CommonHealth
Account Team – Lori Brown, senior vice president, managing director; Kyla Smith,
management supervisor; Maria Colicchio, senior account executive; Creative Team
– Andrea Stout, senior vice president, creative director; Mary Mitros, senior art director; Patty O’Brien, group copy supervisor; Other Contributors – Ann Friedmen Ryan,
senior vice president, director of CRM & interactive; Liz O’Neil, director of channel
marketing; Submitter – Kerianne Slattery, manager, corporate communications
44 | DTC Perspectives • June 2010
Kyla Smith of CommonHealth (left) accepts the award from Suzanne Polizzi of HealthGrades.