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The Brand Builders
From advertising to marketing to communications to market research, these brand builders are lifting their art to new heights.
Guy Mastrion Truly creative work requires passion, hard work, and a willingness to push boundaries. Guy Mastrion, executive VP and chief global creative officer for Palio Communications, combines all of those traits. Mr. Mastrion and his team thrive by spurning mediocrity and tackling the industry’s fear of new ideas to come up with creative solutions for clients that ensure their brands will never be forgotten. That is the promise he created for Palio. In developing “the Via Palio,” an inclusive journey he envisioned for all team members, especially clients, Mr. Mastrion has helped the company build a culture based on teamwork and trust in a workplace that fosters communication and camaraderie. Passionate about great work, Mr. Mastrion hires brilliant people and leads with humor and honesty. He helped implement Palio’s five core values: great work, continuous learning, work/life balance, teamwork, and fun. Thanks to his creative leadership, Palio has received more than 170 awards for its work, and its expansion into the European, Asian, and North American markets is extensive, covering 11 countries. A cheerleader for great work, Mr. Mastrion created “The Cappotto Award” to celebrate the best combination of strategic thinking and creative work. The award is derived from the Palio di Siena, and represents the contrada that wins both races in one year. Beyond work, Mr. Mastrion is dedicated to supporting the community and provides pro bono services to nonprofit organizations, including the Saratoga Shakespeare Company, the Double H Hole in the Woods Ranch, and the Medical Missions for Children, among others. He combines all this with a zest for life. He is an avid cyclist, a keen fly fisherman, and someone who, occasionally, likes to bend the rules; he climbed the Brooklyn Bridge. From New York’s Madison Ave. to Saratoga Springs’ Broadway, Guy Mastrion, Executive VP and Chief Global Creative Officer at Palio Communications, spurns mediocrity and tackles the industry’s fear of new ideas to come up with creative solutions for clients. Personal data Born July 26, 1959, in Smithtown, N.Y. Family Wife, Helen; Daughters Isabella and Gianna Career Highlights Telling Magic Johnson that he, too, is a man of color Inspires Others By Focusing on the ideas, working hard , and sometimes being brutally honest Giving New Ideas a Wink and a Nod Education B.A. in English literature from George Washington University and a B.B.A. from The Wharton School at the University of Pennsylvania First job Public relations account executive Biggest Industry Challenge Restoring trust On Her Reading List Blink by Malcolm Gladwell, Moneyball by Michael Lewis, and Freak-Economics by Steven D. Levitt Rita Sweeney A Trail Blazer From the start of her career Rita Sweeney has been an enthusiastic advocate for healthcare communications, and more than 35 years later that dedication, passion, and holistic perspective are as strong as ever. Through the company she helped build, Dorland Global, Ms. Sweeney ensures a seamless integration across the healthcare communications continuum by offering clients a full range of services, including public relations, marketing, and advertising. In addition, the agency frequently develops new products based on each client’s unique needs. With a belief in making the industry the best it can be, Ms. Sweeney was instrumental in working with the American Association of Advertising Agencies (AAAA) to organize the FirstStates’ annual Institute for Advanced Advertising Study, a three-month intensive overview program that teaches young members of the industry the basics of the advertising business. Each year, she sponsors at least two Dorland employees to participate in this program and commits other Dorland resources to advance the curriculum. She also instituted an internal education program, called Dorland Global Institute (DGI), to provide advanced business coursework for Dorland employees. As one of the first women to enter the healthcare advertising industry, Ms. Sweeney champions and encourages women with opportunities for career advancement within the agency. In addition, she serves as a national board member of the Healthcare Businesswomen’s Association (HBA), as director for public affairs and public relations, and she has worked tirelessly, and committed considerable agency resources, to support HBA affiliates in San Francisco and Philadelphia, as well as the national organization. Ms. Sweeney is a Woman in Pennsylvania award winner and, in 2002, received the Philadelphia Region Small Business Person of the Year Excellence Award. Committed to a happy, balanced workplace, Ms. Sweeney’s belief is that a business should emphasize a sane and respectful culture and encourage a good work/life balance, and she ensures her employees are well cared for. She encourages staff members to take advantage of free daily fitness classes held in the agency’s onsite gym, and ensures that a healthy breakfast and snacks are provided daily for all employees. She also established a working lactation room for returning new moms. Taking her energy and passion beyond the industry and workplace, Ms. Sweeney is active in various professional and civic organizations and encourages employees to be involved and give back to the community. Dorland volunteers leadership talent and other resources to many pro bono organizations. Past pro bono projects have included SCAN (Stop Child Abuse Now) and NARSAD (National Alliance for Research on Schizophrenia and Depression). Rita Sweeney, President, Chief Operating Officer of Dorland Global Corp., commits herself to advancing healthcare communications and maintaining a happy, productive, and healthy workplace. Charlotte Sibley Setting the Gold Standard in Market Research As a strong business manager and expert in market research, Charlotte Sibley inspires those around her to achieve greatness. She is a role model to others in her profession, demonstrating how important it is that market researchers are functional experts and leaders. Ms. Sibley has been instrumental in creating and growing market-research departments that provide senior management with invaluable insights. Her vision and abilities have guided the industry and have set the framework for market research everywhere. A listener as well as a doer, Ms. Sibley leads her team by providing a clear vision and empowering people to find ways to make goals a reality. She embodies a tremendous work ethic and professionalism in all aspects of her life, and now serves as VP of global business research and intelligence at Shire Pharmaceuticals. With a knack for knowing what to focus on and an ability to steer people in the right direction, Ms. Sibley provides the tutelage to make her direct reports excellent managers. A smart, savvy, compassionate, frank, funny, and generous leader, Ms. Sibley always finds the time to be a mentor and friend, and she consistently offers sound advice. Beyond her work at Shire, Ms. Sibley has devoted much time to the Healthcare Businesswomen’s Association (HBA) over the years. She was president of the HBA in 1994 and continues to serve as an HBA advisory board member. Charlotte Sibley, VP, Global Business Research and Intelligence, at Shire Pharmaceuticals, leads her team by providing a clear vision and empowering people to find ways to make goals a reality. Education A.B. from Middlebury College with majors in French and German and a minor in music and an MBA from the University of Chicago Graduate School of Business Hobbies Going to concerts, opera, and theater; traveling; and reading Biggest industry challenge Balancing the need for affordable medicines with the need to fund a healthy and vibrant R&D capability Christine Zak Walking the Talk Providing a clear and realistic vision, communicating simple and complete directions, and rolling up her sleeves to help her team achieve its goals is how Christine (Ceci) Zak likes to lead. Everyone, no matter what his or her position, has a contribution to make, and Ms. Zak motivates her team by helping people to see the big picture and by believing and demonstrating that nothing is impossible. As VP of sales and marketing, allergy, at Sanofi-Aventis, Ms. Zak empowers those who work for her to do the job they were hired for, without second guessing them, and providing them with the tools they need to get the job done. In surrounding herself with smart professionals, Ms. Zak finds she draws inspiration from her team, and each member raises the bar, encouraging everyone to step out of his or her comfort zone. Within and outside the workplace, Ms. Zak is inspired by people who are honest, transparent, demonstrate respect, are willing to take risks, and who live their dream. Her husband, whom she describes as her mentor and best friend, motivates her by his dedication to his family and his commitment to helping the nation prepare for the potential of catastrophic viral illnesses. Healthcare and the marvels of modern medicine invigorate Ms. Zak and she believes educating the nation about the benefits and complexities of drug development is mission critical. An active member of the Healthcare Businesswomen’s Association and currently second VP of the organization, Ms. Zak has a real zest for life. She embraces the outdoors and adventure — from kayaking and skiing to swimming in the Indian Ocean. She also believes in giving back to the community and is involved in charitable events such as the Avon Breast Cancer Walk. Life for Ms. Zak is about a good balance between professional and personal pursuits, and she believes in hard work and rewarding oneself. Christine (Ceci) Zak, VP, Sales and Marketing, Allergy, at Sanofi-Aventis, handles her responsibilities for the $800 million allergy business unit, consisting of Allegra D and Nasacort AQ, as well as a 400-person specialty and primary care salesforce, with energy and enthusiasm. Personal data Born Feb. 23, 1965, in Danbury, Conn. Education B.S. in marketing from Skidmore College, Saratoga Springs, N.Y. Hobbies Outdoor sports, including biking, skiing, hiking, and kayaking; traveling, including an African Safari, swimming in the Indian Ocean, and touring Australia What Inspires Her Honesty, transparency, respect, well-informed risk taking, and living a dream Biggest industry challenge Enlightening the world about the marvels of modern medicine Deborah Jorn-Muthard A Winning Approach Education B.A. in biochemistry from Rutgers College, New Brunswick, N.J., and an MBA, Marketing and International Business, from New York University Stern School of Business First job Basic researcher at Merck and Co. What Inspires Her People who are tenacious and never give up, or in, until they are successful There is no magic formula for driving marketing success. For Deborah Jorn-Muthard success is about creating opportunities, being tenacious, and always seeing the possibilities rather than the obstacles. During a corporate turnaround phase at Schering-Plough’s primary care group, as group VP of global allergy and respiratory marketing, Ms. Jorn-Muthard set the vision and led the team to consistently exceed performance, instilling a winning attitude across country operations. To inspire her team to succeed, Ms. Jorn-Muthard ensures everyone is part of the process of setting the objectives and direction of the business. Through experience, she has found that people are inspired to achieve goals if they have had input toward a solution. Ms. Jorn-Muthard caps off that approach by supporting her staff and celebrating everyone’s achievements. Outside work, Ms. Jorn-Muthard draws inspiration from her family and maintains that her husband’s belief in her and support of her career have made it possible for her to succeed. With a deep appreciation for the importance of creating a good learning environment in the workplace, Ms. Jorn-Muthard attributes her skills as a creative and innovative thinker to what she learned as a basic researcher early in her career at Merck. Innovation, she says, is always critical in discovering new drugs, and she learned at the bench to always explore all the hypotheses and seek to advance state-of-the-art thinking. It is the opportunity to think about work and the world at large from a researcher’s “what-if” perspective that provided Ms. Jorn-Muthard with the foundation to become a highly respected and successful marketer. Deborah Jorn-Muthard, Group VP, Global Allergy and Respiratory Marketing, at Schering-Plough Pharmaceuticals, ensures everyone is part of the process of setting the objectives and direction of the business. Joe Gattuso Speaking the Patient’s Language With an empathetic, astute understanding of both the human condition and the healthcare space, Joe Gattuso has an uncanny ability to provide clients with brand-level insights and implications. He has been able to achieve these insights through his willingness to test uncharted waters, even when others might be reticent to do so, and through his belief in wholeheartedly immersing himself in his work. Not content to leave things at status quo, Mr. Gattuso always strives to put what he believes is right ahead of what is convenient. With more than 20 years of experience in the healthcare-communications industry, Mr. Gattuso has made significant contributions to understanding patient-physician interactions through his dual roles as president of MBS/Vox and director of strategic insight and account planning at CommonHealth. Mr. Gattuso is the creator behind CommonHealth’s branded Managing the Dialogue and StoryTeller research methodologies, which involve the detailed study of patient/physician interactions and the language inherent in those communications. These offerings ultimately became the foundation of MBS/Vox, CommonHealth’s research-based consultancy and have been valuable in helping the company’s clients better understand the real and direct impact that these types of interactions have on diagnosis, brand choice, advocacy, and adherence. These methodologies will soon be introduced as part of a federal study on the marketplace impact of DTC. Above all, Mr. Gattuso has a deep appreciation for the fact that there is no higher calling than the life sciences, and his passion for what he does inspires, challenges, and motivates all those who work with him. Joe Gattuso, President of MBS/Vox and Director of Strategic Insight and Account Planning at CommonHealth, believes that the detailed study of patient/physician interactions and the language inherent in those communications are essential tools in a marketer’s arsenal. Personal data Born March 26, 1956, in Caribou, Maine Education B.A. in English literature/literary criticism, Phi Beta Kappa, from Rutgers University On His Reading List Narrative Medicine by Rita Charon, M.D., Ph.D.; Peace in Every Step by Thich Nhat Hahn; Redefining Healthcare by Michael E. Porter and Elizabeth Olmsted Teisberg; The Hero With a Thousand Faces by Joseph Campbell Toughest Task To always put what he thinks is right ahead of what is convenient Jay Carter An Advertising Connoisseur Like many of the fine wines that he collects — he has a cellar that contains about 700 bottles of exceptional reds — Jay Carter just gets better with time. During his 18 years at AbelsonTaylor and more than 20 years in the industry, Mr. Carter has influenced the lives and careers of hundreds of young marketers both within the agency and at his clients’ workplaces. But rather than expound on his successes, of which there are many, he believes vanity is best left to license plates and credits his inspirational qualities to several people — colleagues and clients — with whom he has worked over the years, as well as his family. For example, Mr. Carter pays tribute to Dale Taylor, who cofounded AbelsonTaylor 25 years ago, for teaching him that success isn’t just about the money. From Dave Ridenour at Wyeth he learned that the basis of a great client-agency relationship is equal parts of shared respect, loyalty, and trust. Alan MacKenzie at TAP taught him always to assume that good intentions underlie other people’s actions. Two clients — Nat Osborne at Lilly and Art Rice at Takeda — taught Mr. Carter that it’s possible to be a nice guy and still have steely resolve when needed. And Rich Daly (see profile below) at TAP taught him to regularly look dispassionately at the creative that is brought to the table. On the personal side, Mr. Carter credits his wife, Rhonda, for teaching him to make every conversation an edifying one and to keep a positive focus, particularly when the subject is serious and difficult. Mr. Carter’s integrity, forthrightness, and a quick mind place him on the PharmaVOICE 100 for the second year in a row, and we are pleased to honor one of the premier trainers and leaders in the pharmaceutical-strategic marketing world. Jay Carter, Senior VP, Director of Client Services, at AbelsonTaylor Inc., works well in the “City of Big Shoulders,” having had a big influence on the lives and careers of hundreds of young marketers. Personal data Born March 14, 1958, in St. Joseph, Mich. Education B.S. in pharmacy from the University of Michigan and an MBA from the University of Notre Dame Graduate School of Business Hobbies Wine collecting Career highlights Yet to come: professional goal is to make sure that AbelsonTaylor is still the largest independent healthcare agency in the world upon retirement On his reading list Anything by George Pelecanos, Stephen Hunter, or S.M. Stirling Rich Daly A Patient-Centric View of Marketing It’s clearly a passion for the life-sciences industry — for making a real difference in the lives of patients and their families — that makes Rich Daly an inspiration to his colleagues. In his role as VP of marketing and commercial strategy at TAP Pharmaceuticals Products, Mr. Daly focuses his attention and that of his staff on the fact that everyone is a patient, or will likely become a patient, of the pharmaceutical industry, so everyone who works in the industry needs to learn to treat patients with respect and compassion. And Mr. Daly knows this better than most as the survivor of a benign tumor. The surgery was a success, but he developed a seizure disorder that, while controllable, requires constant monitoring and vigilance. Far from resenting the disorder, Mr. Daly sees it as a gift that has given him time to reflect on his priorities and the opportunity to strengthen his resolve to address the most important aspects of the industry: serving people in need and improving the lives of patients. Mr. Daly believes this should be a sacred trust for everyone who works in the industry. With exceptional insight, Mr. Daly says it is an act of faith when a patient consumes a medication: faith that the healthcare practitioner understands the condition and how the medication can help, faith that the pharmacist understands drug interactions, faith that the researcher did all the right tests to ensure the drug works properly, faith that the manufacturer did a great job in QA, faith that the sales representative was more than fair in representing the product, faith that the marketer cut no corners in representing the performance of the product, and so on. In every aspect of his work, Mr. Daly examines his strengths and weaknesses and thinks through how he and his team can improve how patient issues can be addressed. And he surrounds himself with people who like to challenge him to think more deeply about the business. He maintains a strong hands-on approach to marketing, insisting on speaking to every sales class that comes through the training department. But rather than talk about marketing per se, he encourages reps to think outside the box and to consider the value that they and the company bring to local communities. Always eager to learn more and make a positive impact on the world, Mr. Daly inspires those around him to be the best they can be. With a background in science and a belief that the most elegant experiments are the simplest, Rich Daly, VP of Marketing and Commercial Strategy at TAP Pharmaceuticals Products Inc., extends that elegant simplicity to his approach to marketing. personal data Born March 1961 in New York education B.S. in microbiology from the University of Notre Dame and an MBA from the Kellogg Graduate School of Management, Northwestern University The Qualities that Inspire Him Curiosity and passion Toughest task Becoming a full-time patient, literally putting his work ethic to the test On His Reading List Work as a Pilgrimage of Identity by David Whyte and Triathlon Training by Michael Finch It’s clearly a passion for the life-sciences industry — for making a real difference in the lives of patients and their families — that makes Rich Daly an inspiration to his colleagues. In his role as VP of marketing and commercial strategy at TAP Pharmaceuticals Products, Mr. Daly focuses his attention and that of his staff on the fact that everyone is a patient, or will likely become a patient, of the pharmaceutical industry, so everyone who works in the industry needs to learn to treat patients with respect and compassion. And Mr. Daly knows this better than most as the survivor of a benign tumor. The surgery was a success, but he developed a seizure disorder that, while controllable, requires constant monitoring and vigilance. Far from resenting the disorder, Mr. Daly sees it as a gift that has given him time to reflect on his priorities and the opportunity to strengthen his resolve to address the most important aspects of the industry: serving people in need and improving the lives of patients. Mr. Daly believes this should be a sacred trust for everyone who works in the industry. With exceptional insight, Mr. Daly says it is an act of faith when a patient consumes a medication: faith that the healthcare practitioner understands the condition and how the medication can help, faith that the pharmacist understands drug interactions, faith that the researcher did all the right tests to ensure the drug works properly, faith that the manufacturer did a great job in QA, faith that the sales representative was more than fair in representing the product, faith that the marketer cut no corners in representing the performance of the product, and so on. In every aspect of his work, Mr. Daly examines his strengths and weaknesses and thinks through how he and his team can improve how patient issues can be addressed. And he surrounds himself with people who like to challenge him to think more deeply about the business. He maintains a strong hands-on approach to marketing, insisting on speaking to every sales class that comes through the training department. But rather than talk about marketing per se, he encourages reps to think outside the box and to consider the value that they and the company bring to local communities. Always eager to learn more and make a positive impact on the world, Mr. Daly inspires those around him to be the best they can be. With a background in science and a belief that the most elegant experiments are the simplest, Rich Daly, VP of Marketing and Commercial Strategy at TAP Pharmaceuticals Products Inc., extends that elegant simplicity to his approach to marketing. Sarah Wilcox Consumer-Focused, Communications-Driven Education B.A. from the University of Buffalo, Master’s in fine arts from Emerson College, Boston, and an MBA from J.L. Kellogg School of Management, Northwestern University Inspires others by Challenging them to reach beyond the comfortable and mundane First job Writing for Golf magazine Biggest industry challenge Balancing the need to sell products and meet shareholder requirements with responsible citizenship Mark McDowell Champion of Creativity Creativity flows through Mark McDowell’s veins. His mother is an art teacher and water colorist; his brother is a nationally recognized painter; he has an uncle who is a sculptor; and a cousin who is a scenic painter for the film industry. So it’s not surprising Mr. McDowell chose a creative career. And given his penchant for sport and intense exercise, Wishbone would seem to be a perfect fit for Mr. McDowell, creative director – art, who says the agency captures the raw energy he remembers from his early days in the fast-paced health advertising business. For the past 25 years, Mr. McDowell has been a major contributor to the organizations he has been associated with. Before joining Wishbone, he was a founding partner in two New York agencies: first Bologna International, then Girgenti, Hughes, Butler and McDowell Inc. Art is part of the fabric of his life as is his family, whom he says are always in his heart and on his mind. While art and his family are the warp of the fabric of Mr. McDowell’s life, competition is the weft. At work, Mr. McDowell applies his artistic trade to make Wishbone the best and most creative healthcare advertising agency it can be in pharma by creating an environment of team-oriented competition where ideas are shared and refined and the emphasis is on a creative product that is unique, exciting, and focused. As part of his strategy, Mr. McDowell invites all of his creatives, regardless of seniority or position, to compete individually or as teams to come up with the best idea for a product or client. He referees, pushes, pulls, and coaches, and he provides a tight creative brief as a guide to ensure that the effort remains focused on the task at hand. That competitive edge finds its way into his life outside work; Mr. McDowell shares a passion for competitive bodybuilding with his wife. He hopes to compete alongside her next year as he ramps up his exercise and diet regimen. With a long career in pharmaceutical advertising and starting or being part of three successful agencies, Mr. McDowell says he can’t imagine a more exciting and rewarding way to fulfill his professional life than the way he does, with a new adventure every day. Mark McDowell, Creative Director – Art at Wishbone/ITP, can’t imagine a more exciting and rewarding career than he has: starting each day with a new adventure. Personal data Born May 9, 1948, in Sulphur Springs, Texas Education Texas Christian University, Fort Worth, Texas Hobbies Photography and bodybuilding Career Highlights The privilege of starting or being part of three successful agencies in the greatest city on the planet– New York Maureen Regan Drawing inspiration from those around her, particularly her father and her former boss Ron Pantello, Maureen Regan, managing partner and CEO of Regan Campbell Ward-McCann, leads a group of about 200 people with one basic principle: service. Her father came to the United States from Ireland at the age of 16, got married, and by 22 had started his own service station. He had two children and one on the way. Ms. Regan recalls that he worked from 7 a.m. to 7 p.m., six days a week, took Sunday mornings off for the family, and did the bookkeeping Sunday night. Like her father, Ms. Regan is in the service business, and many of the principles she subscribes to — an intense work ethic and a willingness to take risks to succeed — come from the way her father ran his business and form the basis of Ms. Regan’s own formula for success. With an intense focus on everyone who depends on her, Ms. Regan is there for her clients, employees, and the other people for whom she is responsible for and to. She subscribes to the theory that success isn’t 9 to 5, whether one is servicing automobiles or advertisers. While working at her first job at Lally, McFarland & Pantello she had the privilege of watching Mr. Pantello build that company from scratch with his partners and witnessed firsthand the commitment, dedication, and sacrifice that it takes to succeed. Ms. Regan has been able to use these lessons to run her own agency as one of the three founding partners of Regan Campbell Ward-McCann. Trusting her own abilities and those of her partners — Rich Campbell and Brendan Ward — the agency has grown from a shop with a vision and a handful of people to a successful healthcare marketing communications business. Her achievements are self-evident: Ms. Regan and her partners have launched more than 35 brands onto the pharmaceutical marketplace. Ms. Regan’s dedication to excellence and commitment to going the extra mile for her clients and staff have contributed to her active membership in the Healthcare Marketing and Communications Council and the Healthcare Businesswomen’s Association. Ms. Regan also holds board positions at Manhattan College and the Epiphany Foundation. A truly rare breed of manager, Ms. Regan’s passionate dedication to her clients and colleagues contributed to her being named the Healthcare Businesswomen’s Association Woman of the Year in 1997. Her courage, foresight, sensitivity, ability to make tough decisions, as well as her willingness to accept responsibility, have identified Ms. Regan as a healthcare entrepreneur, a strategist, a marketer, and a mentor who not only aspires to excellence in all that she does but also motivates others to do the same. Maureen Regan, Managing Partner and CEO of Regan Campbell Ward-McCann, is the driving force propelling her agency’s strategic and creative marketing ideas in new directions. Service With a Smile Education B.S. in Nursing from Molloy College and an MBA from Manhattan College Career Highlights One of the first women presidents of a major healthcare advertising agency On Her Reading List A Big Life in Advertising by Mary Wells