N a t i o N a l DVERTISING AWARDS - DTC …...Best Digital Media Campaign (from left) astellas’ gina Battiste, euro rSCg Tonic’s lindsay Sherman and lindsey Mongrain, astellas’

Thirty DTC national advertising awards were presented during the ceremonial dinner, sponsored by optumin-sight and univision. Several hundred DTC Marketing executives joined the celebrations to honor the finalists and find out who the 2012 winners would be. Two companies tied – at four a piece – for earning the high-

est number of ad awards that evening: Boehringer ingelheim (one Silver for Pradaxa and three golds with marketing partner Pfizer for Spiriva) and Medimmune (receiving a Silver and three Bronze for fluMist). Spiriva walked away with gold awards in some of the ad awards’ most coveted categories, including Best integrated, Best Branded Print, and Best Branded Television (a category sponsored by CBS). in another one of the sought-after awards, Paragard by Teva Wom-en’s health received the gold for Best new Drug launch.

“We’re excited to celebrate effective marketing campaigns at DTC National this year,” said Jorge Daboub, VP Client Devel-opment group/healthcare at univision. “We’re also excited to bring focus to a valuable consumer segment that represents a $12 billion growth opportunity for pharma marketers – U.S. Hispanics. Brands that engage with this consumer can drive demand and establish first mover advantage.” Louis Brooks, Vice President Marketing analytics at optuminsight, added, “OptumInsight is pleased to co-sponsor the DTC National Advertising Awards in 2012 along with our partner Univision. This is a great opportunity to recognize the creativity and consumer insights displayed by this year’s nominees. OptumInsight shares this passion for connection with consumers and patients.”

The DTC national advertising awards are designed to recognize the marketing teams that develop insightful and impactful communication programs within regulatory guidelines. for the Best Branded Television and Best Branded Print categories, winners were determined by a combination of votes from an independent expert judging panel and DTC national delegates. The expert judging panel also selected the winners for the remaining eight categories. We are proud to have had the following judges participate in this year’s voting: Mark einhorn of MarketView research, Monique levy of Manhattan research, fariba Zamaniyan of Tra global, Deborah Dick-rath of SymphonyaM, fred Church of ipsos, frank Chipman of lieberman research Worldwide and Jon Swallen of kantar Media.

DTC Perspectives, optuminsight and univision congratulate all of the winners and finalists! The 2012 winners – gold, Silver and Bronze – are profiled on the following pages. (note: The agency and brand team members were submitted to DTC Perspectives with their initial entry to the advertising awards. Some job responsibilities and marketing partnerships may have changed.)

Winners of the 2012 DTC National Advertising Awards were revealed at the 12th annual ceremonial dinner, sponsored by OptumInsight and Univision. Gold, Silver and Bronze awards were presented in ten

categories during the festivities on the second evening of the DTC National Conference.

ADVERTISING AWARDS

(from left) Jorge Daboub from univision, louis Brooks of optuminsight, and DTC Perspectives’ Bob ehrlich each addressed industry members to kick off the DTC national advertising awards dinner and ceremony.

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2012N a t i o N a l

Best Integrated Campaign

(from left) andrew Wright of optuminsight awards augé reichenberg of DraftfCB, nanci Silverman of DraftfCB, aylin utke of Pfizer, elise Sherman of Digitas health, and Justin Zandri of Boehringer ingelheim with an ad award.

ElEphANT – MIkE & CRAfTERBrand / ManufacturersSpiriva / Boehringer ingelheim & Pfizer

Brand Team MembersJustin Zandri, associate Director, Boehringer ingelheim; aylin utke, Senior Manager, Pfizer

AgencyDraftFCB NY: rich levy, Chief Creative officer; augé reichenberg, eVP, group Creative Director; John Palisay, VP, Creative Director; Tom Mcloughlin, VP, aCD; ida lew, VP, Senior Producer; nanci Silverman, SVP, group Management Director; elise Sherman, account Director; adam Saltman, Senior account executive; Sneha ramachander, account executive; Steve Chase, Director; kimberly Bryant, head of Production; igor kovalik, editor; Paul Schultz, executive Producer

andrew Wright of optuminsight presents elizabeth elfenbein of The CementBloc with abraxane’s DTC national ad award.

fIGhT foRWARDBrand / Manufacturerabraxane® / Celgene

Brand Team MemberJeff oliver, Sr. Product Manager

AgencyThe CementBloc: Sean Conley, VP, account Director; elizabeth elfenbein, Partner

richard newman of Digitas health (left) accepts the Bronze award from andrew Wright of optuminsight.

I pICk My NoSEBrand / Manufacturer fluMist / Medimmune

Brand Team Memberslinda gallo, Senior Product Manager, influenza Marketing; Steven Walker, Marketing Director, fluMist; Silvia Taylor, Senior Director, influenza Marketing

AgencyDigitas Health: graham Mills; Jacqueline nolan; richard newman; francisco garcia-Tunon; Craig Wong; Claire foster; allison haug

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ADVERTISING AWARDS

Best Multicultural Campaign

(from left) anthony Marucci, olena kushch, andy Bagnall, ryan gordon, all of global advertising Strategies, accept their award from Bob gruters of univision.

ExpERIENCEBrand / Manufacturerreclast / novartis Pharmaceuticals

Brand Team MemberSteve Millerman

AgencyGlobal Advertising Strategies, Inc.: anthony Marucci; andy Bagnall; olena kushch; ryan gordon; ola kudu; Jesse Williamson

(from left) Cynthia rothbard of DraftfCB and Juan granados-Zuniga of eli lilly receive their DTC national ad award from Bob gruters of univision.

MoMENTS of REAlIzATIoNBrand / ManufacturerCymbalta for Depression / eli lilly & Co.

Brand Team MembersJuan granados-Zuniga; amy lemen

AgencyDraftFCB NY: robert esposito; amelia rosner; Cynthia rothbard; Jillian rossi; Terry Voltz

(from left) global advertising Strategies’ anthony Marucci, olena kushch, andy Bagnall, and ryan gordon receive their award from univision’s Bob gruters.

WARNING SIGNBrand / ManufacturerDiovan / novartis Pharmaceuticals

Brand Team MemberSteve Millerman

AgencyGlobal Advertising Strategies, Inc.: anthony Marucci; andy Bagnall; olena kushch; ryan gordon; ola kudu; Jesse Williamson

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ADVERTISING AWARDS

Best CRM Campaign

(from left) Susan Manber of Digitas health, lisa Blizzard of novartis Pharmaceuticals, Janeen abdelnour of Digitas health, and richard newman of Digitas health accept their ad award from optuminsight’s andrew Wright.

GET oN TRACkCondition / Manufacturerhypertension / novartis Pharmaceuticals

Brand Team Memberslisa Blizzard, Director, Patient adherence; Suzanne Wilmot, Director, Patient adherence; Patti kirk-leon, Patient adherence; Mayte Cabrera-Dorian, Patient ad-herence

AgencyDigitas Health: graham Mills, executive Creative Director; Jacqueline nolan, executive Creative Direc-tor; richard newman, Managing Director; Michael homeyer, associate Creative Director; yuehfang Wu, associate Creative Director; Michael Maher, SVP Marketing; ray Short, SVP Marketing; Christopher andrew, SVP, Media; Janeen abdelnour, VP/Director Marketing; alissa Tofias, VP/Director Marketing; Brian Weiss, Marketing Manager; natalie friedman, Manager, Strategy/analytics; annette kosaka, Manager/Producer, Project Management; Susan Manber, SVP account Planning; allison haug, executive assistant, Creative

(from left) abbott’s kim allen and Saatchi & Saatchi Wellness’ Jennifer Shirley are presented with their DTC national ad award by optuminsight’s andrew Wright.

MoMENTSBrand / Manufacturerhumira Derm / abbott labs

Brand Team Memberkymberli allen, Consumer Marketing Product Manager

AgencySaatchi & Saatchi Wellness: Shawne Cooper, VP, Copy Supervisor; karen farquhar, Senior art Director; kerry Stevens, Senior art Director; rob resnick, VP, group Creative Director; Cara Marciano, VP, account Supervisor; erik Johnson, VP, Project Management

(from left) Cynthia rothbard and Peg Peist, both of DraftfCB, along with Juan granados-Zuniga of eli lilly are presented with an ad award by andrew Wright of optuminsight.

INTEGRATED pRoMISE pRoGRAMBrand / ManufacturerCymbalta for Depression / eli lilly & Co.

Brand Team MemberJuan granados-Zuniga, associate Brand Manager, Cymbalta

AgenciesDraftFCB NY: Peg Peist, VP, Management Directorimc2 health & wellness: Suzanne irish, account Director

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ADVERTISING AWARDS

Best Disease Education Campaign

(from left) kim allen of abbott and Jennifer Shirley of Saatchi & Saatchi Wellness receive an ad award from univision’s Bob gruters.

ThINGS ThAT you loVECondition / Manufacturerrheumatoid arthritis / abbott labs

Brand Team MembersMia Patterson-Brennan, eMarketing Product Manager; kymberli allen, Consumer Marketing Product Manager

AgencySaatchi & Saatchi Wellness: ned russell, eVP, Man-aging Director; Jennifer Shirley, eVP, Director of Client Services; helayne Spivak, eVP, Chief Creative officer; amanda Ceo, account executive

elizabeth elfenbein of The CementBloc accepts her team’s Silver award from Bob gruters of univision.

fIGhT foRWARDCondition / ManufacturerBreast Cancer / Celgene

Brand Team MemberJeff oliver, Sr. Product Manager

AgencyThe CementBloc: Sean Conley, VP, account Director; elizabeth elfenbein, Partner

(from left) Mary Boyle of Shire, Sarah lodholz of Digitas health, Jennifer kurowski of Digitas health, and Brooke Clifton of Digitas health are awarded by Bob gruters of univision.

oWN ITCondition / ManufactureraDhD / Shire

Brand Team MembersSheri Stump; Mary Boyle

AgencyDigitas Health: lara Viau, VP/group Director, Marketing; erica nardello, Corporate Communications; Sarah lodholz, VP Creative Director; Jennifer kurowski, Sr. Copywriter; Buzz Miller, art Director; Mark nolan, SVP, group Creative Director

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ADVERTISING AWARDS

Fonts: Whitney, FrutigerImages: CONVERGENCY_COMP.eps (CMYK; 375 ppi; Bloc_GS:TheCementBloc:Bloc_Pro...size_DR:Links:CONVERGENCY_COMP.eps), 2010_Bloc_Right_4c.ai (Bloc_Images:_TheCementBloc_Lib...Logo:Process:2010_Bloc_Right_4c.ai)

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How do you respond to the challenges of a fast-moving and fragmented marketplace? Curb the panic. Call in the experts. At The CementBloc, our convergent branding model synchronizes all customers and all channels. We offer creative thought leadership in every aspect of health and wellness marketing, from analytics to managed markets to digital, and beyond. So don’t raise alarm. Raise opportunity. Give Jen Matthews a call at 212.524.6206.

convergency.

©2012 The CementBloc. All rights reserved. Where creativity converges.

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Best Point-Of-Care Campaign

optuminsight’s andrew Wright (right) presents Channia holt of h4B Chelsea with a gold award.

TRuTh oR DAREBrand / ManufacturerPulmozyme / genentech

Brand Team Membereugene an, Product Manager

AgencyH4B Chelsea: robert herber, VP, account group Supervisor; Channia holt, VP Management Supervi-sor; Joseph McDougall, Senior account executive; Christian Bauman, Managing Director, Chief Creative officer; Paul Plastaras, SVP, associate Creative Direc-tor; k-hwa Park, art Supervisor; Jeff goldberg, SVP, Creative Director; lou Duarte, Creative Coordinator

(from left) extrovertic’s Dorothy Wetzel, Tom Millar and Desmond yuen, along with eMD Serono’s Brian Walsh are awarded by andrew Wright of optuminsight.

poRTRAITSBrand / ManufactureregrifTa® / eMD Serono

Brand Team MembersBrian Walsh; keith Desfosses; Craig Millian

AgencyExtrovertic: Dorothy Wetzel; Desmond yuen; laura radosh; Tom Millar; Thomas Winstanley

(from left) Jacqueline hollis of Medimmune and Jeffrey Werbylo of Digitas health are presented with their DTC national ad award from andrew Wright of optuminsight.

I pICk My NoSEBrand / ManufacturerfluMist / Medimmune


AgencyDigitas Health: graham Mills; Jacqueline nolan; francisco garcia-Tunon; Craig Wong; Claire foster; allison haug

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ADVERTISING AWARDS

Best Digital Media Campaign

(from left) astellas’ gina Battiste, euro rSCg Tonic’s lindsay Sherman and lindsey Mongrain, astellas’ katie lewandroski, karen Meurer and Pamela Buford receive an award from univision’s Bob gruters.

2011 pIpE pEoplEBrand / ManufacturersVeSicare / astellas Pharma uS & glaxoSmithkline

Brand Team Membersgina Battiste, astellas; Tim Stauber, glaxoSmithkline

AgencyEuro RSCG Tonic: Paul klein; laura Dartnall; Phil Silvestri; rich roth; lindsey Mongrain; lindsay Sherman; lisa Murphy; ian Bosin

(from left) Susan Manber of Digitas health, Jacqueline hollis of Medimmune, Christopher andrew of Digitas health, and Jeffrey Werbylo of Digitas health are presented with an award by Bob gruters of univision.




Bob gruters of univision (right) honors Jane harris of MrM Worldwide with a DTC national ad award.

folloW ThE WINGS™Brand / ManufacturerluneSTa® / Sunovion Pharmaceuticals

Brand Team Memberkathleen Mirani

AgencyMRM Worldwide: Marcy Samet; richard eber; Benjamin Weisman; rob rothschild; Jane harris

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ADVERTISING AWARDS

Best Website

andrew Wright of optuminsight (third from left) presents a gold DTC national ad award to (from left) gina Battiste of astellas, lindsey Mongrain of euro rSCg Tonic, katie lewandroski of astellas, lindsay Sherman of euro rSCg Tonic, karen Meurer of astellas, Janet Barnard of oMg Direct, nil ozisikyilmaz of astellas, Michelle Blechman of astellas, Pamela Buford of astellas, and Wendy arnon of oMg Direct.

WWW.VESICARE.CoMBrand / ManufacturersVeSicare / astellas Pharma uS & glaxoSmithkline


AgenciesEuro RSCG Tonic: Paul klein; laura Dartnall; Phil Silvestri; rich roth; lindsey Mongrain; lindsay Sherman; lisa Murphy; ian BosinOMG Direct: Janet Barnard; Wendy arnon

andrew Wright of optuminsight awards Wendy Wahl of raPP for Viagra’s web campaign.

WWW.youTubE.CoM/VIAGRABrand / ManufacturerViagra / Pfizer

Brand Team MembersJudy Sewards; lauren ljubicich

AgencyRAPP: Matt Baker, group Planning Director; Bryan gaffin, group Creative Director; roshan Shah, exeutive Producer; Marty Cooke, executive Director; Sam henning, group acount Director; Michael epstein, Director; Tina grey, Senior Producer; elaine Park, associate Creative Director; elie yudewitz, Copywriter; Jennifer Machiaverna, Content Strategist; Chris Worley, Creative Director, user experience; Joseph Murphey, Senior Producer; Josh Weinberg, flash Developer; lance Massey, flash Developer; Corey Brown, flash Developer; Tina allan, Chief of Client operations

WWW.AVoNEx.CoMBrand / Manufactureravonex / Biogen idec

Brand Team Memberiesa figueroa, Senior Marketing Manager/avonex Consumer Marketing

AgencyEvoke Interaction: Chris Beaton, account Director; gary Wentz, associate Creative Director; Dennis estevez, art Director; andy States, interactive Designer; Jennie Price, office Manager

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ADVERTISING AWARDS

Best New Drug Launch Campaign

(from left) Mike rutstein and Patricia Prugno, both of STrikeforCe Communications, adam fletcher and aresh Tahbaz, both of Teva, as well as leslie kelly and Chris Parker, both of Story Worldwide, are honored by Bob gruters of univision.

fITS hER lIfEBrand / ManufacturerParagard® / Teva Women’s health

Brand Team Membersadam fletcher, Senior Product Manager; aresh Tahbaz, Director of Marketing

AgenciesSTRIKEFORCE Communications: Mike rutstein, founder & Ceo; Patricia Prugno, Managing Director; Betsy Petropoulos, Creative Director – Copy; robert Dufour, Creative Director – artStory Worldwide: leslie kelly, Director, Marketing Services; Chris Parker, Chief Strategy officer

univision’s Bob gruters (second from right) presents an ad award to (from left) andy Bohjalian of grey, ryan Shaw of grey, Patrick ryan of Boehringer ingelheim, Paula Palmer of Boehringer ingelheim, irene little of grey, eileen grossman of Boehringer ingelheim, khurrum ahmad of Boehringer ingelheim, Bonnie Blaszak of Boehringer ingelheim, Voula kakaletris of MindShare and Mark Schwatka of grey.

DoCToRSBrand / ManufacturerPradaxa / Boehringer ingelheim

Brand Team MembersBill ragatz, executive Director; Paula Palmer, associate Director; khurrum ahmad, Product Manager

AgencyGrey Advertising: irene little, Senior Vice President; ryan Shaw, Vice President; Dan Carlson, Director, Strategic Planning; Danielle amico, assistant account executive; Mark Schwatka, executive Creative Director; andy Bohjalian, Senior Creative Director; Merrick gagliano, Creative Director; Voula kakaletris, Managing Director; geetha gopal, Director

(from left) Dorothy Wetzel of extrovertic, Brian Walsh of eMD Serono, Tom Millar of extrovertic, and Desmond yuen of extrovertic win a Bronze award, presented by Bob gruters of univision.

poRTRAITSBrand / ManufactureregrifTa® / eMD Serono

Brand Team MembersBrian Walsh; keith Desfosses; Craig Millian

AgencyExtrovertic: Dorothy Wetzel; Desmond yuen; laura radosh; Tom Millar; Thomas Winstanley

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ADVERTISING AWARDS

Best Branded Print Campaign

(from left) augé reichenberg of DraftfCB, nanci Silverman of DraftfCB, aylin utke of Pfizer, elise Sherman of DraftfCB, and Justin Zandri of Boehringer ingelheim, are presented with their award by optuminsight’s andrew Wright.



AgencyDraftFCB NY: rich levy, Chief Creative officer; augé reichenberg, eVP, group Creative Director; John Palisay, VP, Creative Director; Tom Mcloughlin, VP, aCD; nanci Silverman, SVP, group Management Director; elise Sherman, account Director; adam Saltman, Senior account executive; Sneha ramachander, account executive

(from left) STrikeforCe Communications’ Mike rutstein and Patricia Prugno, and Teva’s adam fletcher and aresh Tahbaz are awarded by andrew Wright of optuminsight.

fITS hER lIfEBrand / ManufacturerParagard® / Teva Women’s health

Brand Team Membersadam fletcher, Senior Product Manager; aresh Tahbaz, Director of Marketing

AgencySTRIKEFORCE Communications: Mike rutstein, founder & Ceo; Patricia Prugno, Managing Director; Betsy Petropoulos, Creative Director – Copy; robert Dufour, Creative Director – art

(from left) astellas’ gina Battiste and karen Meurer, euro rSCg Tonic’s lindsay Sherman and lindsey Mongrain, along with Wendy arnon of oMg Direct are presented with their DTC national ad award by andrew Wright of optuminsight.

2011 pIpE pEoplEBrand / ManufacturersVeSicare / astellas Pharma uS & glaxoSmithkline


AgenciesEuro RSCG Tonic: Paul klein; laura Dartnall; Phil Silvestri; rich roth; lindsey Mongrain; lindsay Sherman; lisa Murphy; ian BosinOMG Direct: Janet Barnard; Wendy arnon

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ADVERTISING AWARDS

Best Branded Television Campaign

CBS’ Tom Delaney (far left) and elaine king (far right) present the gold Best Branded Television Campaign award to (starting with second from left) Justin Zandri of Boehringer ingelheim, nanci Silverman of DraftfCB, augé reichenberg of DraftfCB, elise Sherman of DraftfCB and aylin utke of Pfizer.



AgencyDraftFCB NY: rich levy, Chief Creative officer; augé reichenberg, eVP, group Creative Director; John Palisay, VP, Creative Director; Tom Mcloughlin, VP, aCD; ida lew, VP, Senior Producer; nanci Silverman, SVP, group Management Director; elise Sherman, account Director; adam Saltman, Senior account executive; Sneha ramachander, account executive; Steve Chase, Director; kimberly Bryant, head of Production; igor kovalik, editor; Paul Schultz, executive Producer

(from left) Tom Delaney & elaine king of CBS honor Jessica Pieters of astraZeneca, and Saatchi & Saatchi Wellness’ Tina fisher and Jennifer Shirley with their award.

DoCToR DoING youR JobBrand / ManufacturerneXiuM® / astraZeneca

Brand Team Membersnate Tenhuisen; alex Dyer; laurie harding; Mark keese; Debbie Schloth

AgencySaatchi & Saatchi Wellness: ned russell; helayne Spivak; Sarah hall; Jennifer Shirley; Stuart fink; Marie Brogdon; george Capuano; Brent heindl; liz Tagatac; Tim Mingle; Tim Blashford

(from left) Tom Delaney & elaine king of CBS present Christopher andrew of Digitas health, Susan Manber of Digitas health, Jacqueline hollis of Medimmune and Jeffrey Werbylo of Digitas health with an ad award.




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ADVERTISING AWARDS

Documents

N a t i o N a l DVERTISING AWARDS - DTC …...Best Digital Media Campaign (from left) astellas’ gina Battiste, euro rSCg Tonic’s lindsay Sherman and lindsey Mongrain, astellas’