Merck's Gardasil team cleaned up at last month's Phame Awards, winning honors for Best Branded TV, Best Branded Print and Best Integrated Campaign on the strength of its “One less” campaign.
Merck was named marketer of the year at the awards show, which honors creative excellence, results that contribute to the public health, and innovation in strategies, media and integrated campaigns aimed at consumers. Agency of the year went to DDB, whose New York office handles consumer advertising for the Merck HPV vaccine. DDB collaborated with Rapp Collins on the Gardasil integrated effort.
Merck was also honored, together with Prime Access, for Best Multicultural Campaign, based on its Una Menos Spanish language Gardasil effort. AstraZeneca and Saatchi & Saatchi took top honors for relationship marketing with Pulmicort. Best Interactive went to AstraZeneca and Digitas Health for their Celebration Chain Arimidex campaign, while Best PR went to AstraZeneca and Edelman for “Up Against Athero.” Best New Product Introduction went to Alcon Laboratories and Draftfcb for Pataday, Best Media Plan went to Lilly and Draftfcb for Cymbalta and Best In-Office/In-Pharmacy went to AstraZeneca and Saatchi & Saatchi Consumer Health for Pulmicort. The Public Health Award went to Abbott and Ogilvy & Mather for their “I stand with Magic” campaign.
The awards were held May 1 in New York.