Each 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 healthcare advertising and marketing requires agencies that think out of the box and clients who dare to be different. PharmaVOICE is pleased to give these vanguards their due recognition.
Contributed by Michele Adams, VP, Creative Director, Dorland Global Corp.
Using the product to dramatize its benefit is no doubt one of the most exciting things an advertising creative can accomplish. The purity of this type of execution leaves little room for confusion: this is what the product will do for you, as demonstrated by the product itself. Product and benefit are indelibly linked in the audience’s mind…