Letter from the Editor The Forum Advertising: What a difference a year makes. While 2005 will be remembered by pharmaceutical companies as a year of great change, 2006 will be thought of as the year of changing strategies. Company Listing by Topic of Interest Agency Services Palio Communications — Being a Brand Steward The Agency Process Wishbone/ITP Inc. — The Winning Approach to New Business: To Pitch or Not to Pitch? The Agency Structure CCA Advertising — The Role of Independent Agencies Stonefly Communications Group — The Role of the Customer-Centric Agency The Creative Process Donahoe Purohit Miller — Strategies Behind Creative GSW Worldwide — Finding the Female Voice The Hal Lewis Group Inc. — It All Comes Down to Creative The E-Arena MProven LLC — Measuring Online Success Global Branding Dorland Global Corp. — Building a Global Vision for Brands Market Research Stratagem Healthcare Communications LLC — Unlocking the Dynamics of Emotional Branding The Media Mix Sudler & Hennessey — Hitting the Moving Target: Reaching Key Decision Makers to Avoid Therapeutic Substitution Patient Communications Trapezoid Healthcare Communications LLC — Patients, Not Just Physicians, Need Continuing Education Promotional Planning Communications Media Inc. — Organizing the Marketing Plan to Achieve a Better Bottom Line Marketplace Company and Advertiser Listing in Alphabetical Order CCA Advertising The Cement Works Communications Media Inc. Donahoe Purohit Miller Dorland Global Corp. GSW Worldwide The Hal Lewis Group Inc. J. Knipper & Company MProven LLC Palio Communications Stonefly Communications Group Stonefly Communications Group Stratagem Healthcare Communications LLC Sudler & Hennessey Trapezoid Healthcare Communications LLC Wishbone/ITP Inc.
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Commercialization
