Healthcare networks instigated a broad set of changes in a grand embrace of non-pharma business that diversified revenue streams and took specialist agencies out of their comfort zones.
Excedrin jumped at the chance to help relieve an angry fan's headache when he missed opening day of the New York Mets season due to train delays.
The drugmaker worked with creative agency BBDO and PR firm Marina Maher Communications to develop the campaign.
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J&J's CEO may be right. Customers of all kinds are demanding change.
Excedrin's #DebateHeadache was inspired by complaints the brand noticed during the first presidential debate in September.
DTC and OTC/wellness can borrow from mainstream consumer shops. Professional marketing may pose a tougher sell.
Spurgeon on finding simplicity in Procter & Gamble's "The Boy Raised by Goats" and a moving campaign about disabilities.
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The drugmaker told investors that the actual-use trial failed to meet the primary objectives.