For Art’s Sake

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Stopping power seems to be harder to achieve these days with DTC print ads. Predictablity has become the woeful result of having to present legal mandatories, client “requests” for a bigger logo, oh — and not to forget — some kind of sell crammed in whatever space is left. The result is often a 50-50 (at best) picture-goes-here/copy-goes-here gridded piece that is hardly inviting to look at, let alone to read. (We all know which ones those are, and we all are equally guilty of producing said ad-like objects.) While the “burning hole” visual has been used in other ads in the Prevacid campaign, this one strikes the best balance, including a clever visual and verbal presentation of the problem; body copy that is direct and tastefully laid out; and white space that makes everything a lot easier to, ah, digest. Annie Eleosida, VP, Creative Director, at Quantum, a full-service agency and a unit of CommonHealth, Parsippany, N.J., says this Prevacid ad has stopping power. Brand: Prevacid Company: TAP Pharmaceuticals Inc. Debut: February 2005 Agency: Merkley & Partners Healthworks Executive Creative Directors: Andy Hirsch and Randy Saitta Art Director: Kirk Mosel Copywriter: David Leonardi ach month, this department pays homage to memorable advertising 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 combination or as single branding elements. Creating good pharmaceutical 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. The bottom line is that this ad strikes the best balance. Call for entries For Art’s Sake — This is your chance to have your creative VOICE heard! 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 another agency/company and highlight in a 100-word to 200-word letter why the ad or campaign is notable or memorable. 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 that have withstood the test of time, that broke new ground, or that remain memorable for a variety of reasons. Guidelines: Submit a 100-word to 200-word letter why the ad or campaign is notable or memorable. Include your name, company affiliation, e-mail address, and a jpeg photo of yourself and the creative being showcased. Participation: Open to anyone involved in pharmaceutical marketing. Submission: To have your VOICE heard, please send submission to feedback@pharmavoice.com. February 2006 Creative Review

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