The FCB Health network stole the show at the MM&M Awards, winning six gold awards. Its agencies, Area 23 and FCB Health, each won 3 golds.
2e Creative, an independent agency, had a strong showing, too, winning two gold awards, including Small Agency of the Year for the third year in a row. Digitas Health also brought home two gold awards.
See also: The 2017 MM&M Awards | All the Winners
The annual MM&M Awards showcase the best in creativity and effectiveness in healthcare marketing, communications, and media. More than 800 industry leaders attended the event, which was held Thursday night at Cipriani Wall Street in New York.
On top of three gold awards, Area 23 won the MM&M Titanium Award for Best in Show celebrating its film, Mr. Sun, for the Mollie Biggane Melanoma Foundation, also called Mollie’s Fund. Reaves West, associate director, GHH compliance training lead for Merck and this year’s chair of judges, gave the piece high praise, saying “they’ve changed the discussion around a disease.” The spot had 2 million video views and 120 million media impressions.
2e Creative and Siemens Healthineers also won gold in the Professional Sales Tool category for the Helx Evolution Sales App, which allows healthcare providers to “test drive” an ultrasound machine. One judge said of the app, “this is the best thing I’ve seen all day.”
FCB Health won three golds. The shop’s work with the Gay Men’s Health Crisis for Blood Equality won Best Use of Public Relations. The campaign aimed to raise awareness for the 30-year policy banning gay men from donating blood and included art installations and rallies. One of the agency’s other gold-winning campaign, Within Reach: Stiolto.com, won the Branded Website for Consumers category for its work with Boehringer Ingelheim. A judge said the website is “visually amazing, the UX is great, and the branding is fantastic.”
See also: Meet the 2017 MM&M Awards judges
Area 23 took home the gold award for Large Healthcare Agency, with a 60% increase in year-over-year revenue last year wooing judges. The agency also won gold in the Professional Print Campaign category for Without Warning. Judges said the campaign for Depomed’s nasal-spray opioid, Lazanda, is “very compelling” and that the “stunning visuals” helped to personalize the problem.
The gold award for Best Use of Social Media went to Digitas Health for HealthySexual, an unbranded campaign for Gilead Sciences meant to raise awareness about HIV prevention. One piece of content from the campaign wished visitors a happy National Orgasm Day. The same campaign, HealthySexual, also won goal for Multichannel Campaign for Large Products (denoted by products generating more than $500 million in revenue during 2016). One judge said the campaign makes “the taboo fun.”
Correction: An earlier version of this article misstated the number of the FCB Health network’s total gold awards.
