Founded: 1998
Officers: Steven Michaelson, Founder and CEO; Judy Capano, Partner, Chief Strategic Officer; Renee Mellas, Partner, General Manager; Steve Hamburg, Partner, Chief Creative Officer; Ted Whitby, EVP, Director of Strategic Planning; Karl Tiedermann, SVP, Management Supervisor; Bob Karczewski, SVP, Management Supervisor; George Ho, SVP, Management Supervisor; James Christodoulou, MD, FACC, FACP, SVP, Chief Medical Director; Stephanie Sorine, SVP, Senior Creative Director of Copy; Scott Sager, SVP, Creative Director, Art.
Healthcare accounts: Barrier Therapeutics: Vusion (consumer); BMS: Coumadin; Dey L.P.: Performist, EpiPen (professional/consumer), Cyanokit; Genzyme: Synvisc, Synvisc One; Meda: Astelin, new formulation Astelin, Optivar; Novartis: Diovan; Otsuka: Tolvapton; Valeant: Diastat AcuDia, Zelapar, Migranal.
Accounts gained (7): New Formulation Astelin from Meda; Cyanokit, Biobrane, EpiPen Consumer from Dey L.P., and Diastat AcuDia, Zelapar, Migranal from Valeant.
New Hire Detail: Wishbone continues to focus on providing our clients second to none strategic and creative product, coupled with superior service. Consistent with that, Wishbone bolstered its staff in 2007 with some key hires across the board. One of the standout hires in mid 07 was Karl Tidermann as SVP, Management Supervisor and Bob Karczewski-SVP, Management Supervisor. This allowed Wishbone to build two new account groups under Karl and Bob.
Divisions: Wishbone Consumer, Wishbone Interactive, Backbone Medical Education.
Featured Work
Product: Epipen
Client: Dey, L.P.
Why this ad is special: Anaphylaxis, which is a severe allergic reaction, is a much more common problem than healthcare professionals realize. In fact, anaphylaxis causes as many as 1500 deaths in the US every year. Epipen is the leading treatment for anaphylaxis, and this campaign was highly successful at educating physicians about anaphylaxis risk-and about the important role Epipen can play in treatment.
Product: Seprafilm
Client: Genzyme
Why this ad is special: Surgery always has risks of complications, but one of the more common (yet under recognized) complications involves adhesions. Seprafilm is a leading adhesion barrier, and the objective of this campaign was to educate surgeons on the high incidence of adhesions, and to describe why Seprafilm is an ideal way to avoid this type of complication. This campaign, with its dramatic visual of a "brick belly," captivated the attention of sales reps and surgeons alike.