Just under 500 industry executives representing pharma, media and the agency sector packed Capitale in New York's Bowery district on Wednesday night for the first-ever MM&M Awards honoring the best work in healthcare marketing.
Novartis and Deutsch, partners in promoting Zelnorm with the memorable "Tummies" campaign, capped off the black-tie event by winning the Gold Award for Best Total Integration in the large pharma company category. Novartis executive director of global advertising Deborah Dick-Rath accepted the award. Overall, Novartis and Deutsch teamed up for three winning entries in the first MM&M Awards.
Also winning a Gold Award, Barr Laboratories and Pace Inc. teamed up to take home Best Total Integration (for pharma companies under $5 billion in annual sales) with their "Seasonale Possibilities" campaign. Pace chief executive Mary Cobb accepted the award.
The debut event drew marketing execs from top pharma companies GlaxoSmithKline, AstraZeneca, Sanofi-Aventis, Schering-Plough, Wyeth, Forest Laboratories and Novartis, as well as many professional and consumer agency leaders. The response from attendees, many of whom stayed through a post-event reception at Capitale, was overwhelming complimentary of the event. The Awards marked a first in the healthcare marketing sector by the breadth of categories covered and the independence of the judging. The roughly 600 entries were reviewed by a panel of 37 industry judges over a full day.
Among the night's other big winners, GlaxoSmithKline took home two first-place awards, teaming with Grey Worldwide for the "Imitrex Branded Quiz," which won in the Media category for best campaign in the consumer press. GSK and Palio Communications won the award for Best Overall Campaign in the Consumer Press with the "I am Not/Nothing Can" ads featuring Magic Johnson.
Other media category winners included the American Academy of Family Physicians and Boston Hannah International, which won Healthcare Consumer Publication of the Year with their Family Doctor title, and Elsevier/BioLink, which won Healthcare Business Publication of the Year with The Journal of Supportive Oncology
Each Award winner and runner-up is listed below by category and discipline.
Best Total Integration Program (companies under $5 billion)
Pace and Barr Laboratories' "Seasonale Possibilities"
Honorable Mention: Williams-Labadie and Fujisawa: Protopic "Eczema Beast"
Best Total Integration Program (companies above $5 billion sales)
Deutsch and Novartis/ Zelnorm Tummies Integrated Campaign
Honorable Mention: Integrated Communications and Novartis, Lamisil campaign
Best Product Campaign in Business Press
Sudler & Hennessey and Roche's "Golden Apple"
Honorable Mention: Abelson-Taylor and TAP Pharmaceutical Products
Best Product Campaign in Consumer Press
Grey Worldwide and GlaxoSmithKline's Imitrez branded quiz
Honorable Mention: Strategem Healthcare Communications and Philips Oral Healthcare's Facts and Feelings
Best Corporate Campaign in Business Press/Consumer Press
BD Graphics Lab won for its "Trusted Partners" campaign
Honorable Mention: CCA Advertising's Diabetes Awareness PSA featuring Halle Berry for Novo Nordisk
Best TV Campaign
Rockett, Burkhead & Winslow won for Duke University Health Systems' "Before/After Heart, Before/After Cancer" campaign
Honorable Mention: Saatchi & Saatchi Consumer Healthcare and Transitions Optical's "Future" campaign
Best Use of Research in Media Planning
Communications Media Inc., (CMI) and GSK's Malarone 2003 Media plan
Healthcare Consumer Publication of the Year
The American Academy of Family Physicians and Boston Hannah's "Family Doctor: Your Essential Guide to Health and Wellbeing."
Honorable Mention: Providence Communica