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The Creative Challenge

$30.00

Copyright: This PDF purchase is for a Single user for review or filing purposes only. The PDF is watermarked. If you are interested in a PDF reprint to post on your website or distribute electronically, or hard-copy reprints, please contact Marah Walsh at mwalsh@pharmavoice.com.

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Product Description

According to industry experts, good advertising is first and foremost strategic in its ability to differentiate and create a brand. But good creative healthcare advertising seems to have hit a bump. Bound by strict regulatory parameters, clients who don’t understand the creative process, and an unwillingness on the part of agencies to push the envelope, many in the industry have been left frustrated.
For most industry executives, truly creative work brings a lifeless product to life, it turns a brand into a living, breathing entity that people can relate to on an emotional as well as an intellectual level.

Sidebar:
Rewarding Creativity
A Creative Education

The Creatives …
Ryan Abbate. President and managing director, Pacific Communications, Costa Mesa, Calif.; Pacific is a full-service healthcare advertising agency
Thomas Abrams, RPh.. Director, Division of Drug Marketing, Advertising, and Communications, Food and Drug Administration, Rockville, Md.; DDMAC is the division in the FDA that regulates promotion of prescription drugs
Ed Berger. Marketing director, respiratory, AstraZeneca Pharmaceuticals, Newark, Del.; AstraZeneca is a pharmaceutical company
Ellen Bresh. Marketing director, Sigma-Tau Pharmaceuticals Inc., Gaithersburg, Md.; Sigma-Tau Pharmaceuticals is the U.S. subsidiary of Italy’s leading research-based pharmaceutical company, Sigma-Tau S.p.A.
Tom Domanico. Worldwide creative director, president of FCBHealthcare New York; FCB is a full-service healthcare advertising agency
Thomas Greenbaum. President, Groups Plus Inc., Wilton, Conn.; Groups Plus is a focus group research and consulting company
Diane Harri. President, LM&P Group EuroRSCG., New York; LM&P Group is comprised of three full-service healthcare advertising agencies — Lally, McFarland & Pantello EuroRSCG (N.Y.); LM&P Questar EuroRSCG (N.Y.); and LM&P Westar EuroRSCG (San Diego)
Randy Isaacson. Senior VP, executive creative director, Williams-Labadie, Chicago; Williams-Labadie is a full-service healthcare advertising agency
Stephen King. Chairman of global creative integration, Nelson Communication Worldwide; Nelson is a full-service healthcare communications agency
Mike Lazur. CEO/chief creative officer, worldwide, Torre Lazur McCann, Parsippany, N.J.; Torre Lazur McCann Healthcare Worldwide is a global healthcare advertising network
Patricia Malone. Creative director/copy, Stratagem Healthcare Communications, San Francisco; Stratagem is a full-service healthcare advertising agency
Michael Matin. Director of marketing, Schering-Plough Corp., Kenilworth, N.J.; Schering-Plough is a research-based pharmaceutical company
Carleen Niemiec. Senior VP, creative director, Dudnyk Healthcare Group, Horsham, Pa.; Dudnyk is a full-service healthcare advertising agency
John Nosta. Unconventional wisdom, MDC, New York; MDC is a full-service advertising agency
Charlene Prounis. Managing partner, Accel Healthcare Communications, New York; Accel is a full-service healthcare advertising agency
Ahnal Purohit, M.D. President and CEO, Donahoe Purohit Miller Inc., Chicago; Donahoe Purohit Miller is a full-service healthcare advertising agency
Rob Rogers. Executive VP, chief creative officer, Grey Healthcare Group, New York; Grey Healthcare is a full-service healthcare advertising agency
John Scott. Executive VP, chief creative officer, The Corbett Healthcare Group, Chicago; Corbett Healthcare is a full-service advertising agency
John J. Spetrino. Executive VP, chief creative officer, Thomas Ferguson Associates, Parsippany, N.J.; TFA, a division of CommonHealth, is a full-service communications agency
Brendan Ward. Creative partner, Regan Campbell Ward, New York; Regan Campbell Ward is a full-service healthcare advertising agency
Ted Whitby. Senior VP and creative director, Pace Inc., Parsippany, N.J.; Pace is a
full-service healthcare advertising agency and a unit of Lowe Healthcare Inc.
Ed Wise. President and CEO, Cline, Davis & Mann Inc., New York; Cline, Davis & Mann is a full-service advertising agency

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