Creativity Without Borders - Pharmaceutical Executive


Creativity Without Borders
Ad agencies far and wide are transcending boundaries of all types.

Pharmaceutical Executive

The Thinking Behind the Poster Abelson-Taylor developed the signature Rx Club Awards call for entries poster for the 2004 competition. "The idea was to have your stereotypical art director, dressed in black and complete with iPod, digging in the filth and mud of the river looking for Rx Club gold," says art director and 2004 Rx Club awards judge Noah Lowenthal, who worked with creative director Stephen Neale and copywriter Barry Levine on the piece. Here's an interesting factoid: the poster was created from a picture taken in 1890.

Self-Promotion For creative done right, agencies do it themselves.In some ways, agency business-to-business advertising is the truest gauge of the industry's creativity because it lets agencies do what they do best—without client concerns getting in the way. Sure to get a laugh, Gerbig Snell/Weisheimer took a gold for its clever "Worldwide Taxi Cab Mailer," which announced GSW's new New York office. Creative director Barry Schmader and his team at Dudnyk Healthcare Group took a silver for the attention-grabbing "Lock" ad, which uses stark imagery to convey its tagline: to help clients "find their voices." Another breakthrough was Adair-Green's "The Cure for the Young Brand Blues Ad Campaign." "One of our assistant directors in copy was very involved with the local Atlanta blues community," says Mark Perlotto, executive vice-president. The agency composed songs and partnered with blues players to record them. CDs were used as direct-mail pieces. "There seems to be a lot of sameness out there," says Perlotto. "We wanted our message to be differentiated—not just a cool graphic or shocking photo—and speak more broadly than just the creative component."

The 2004 Rx Club Award Winners A&R | Aakanksha Group | Abelson-Taylor | Academie Ogilvy | Adair-Greene Healthcare Communications | Adient | Advanstar Medical Economics | Advanstar Veterinary Healthcare Communications | Allard-Johnson Communications | Allenbach Advertising | Anderson DDB | Anderson DDB San Francisco | Ariel Creative | Big Blue Communications | BioLucid Productions | Biomedical Visual Concepts | Blue Diesel | BrainWorks Communications | BrandEdge | Calder Studios | Clinical Connexion | Concentric | Contract Advertising (India) | Corbett Accel Healthcare Group | Creative Group | Creative Services of Cardinal Health | Dudnyk Healthcare Group | Donahoe Purohit Miller | Dorland Global Health Communications | DVC HealthCare | Euro RSCG Life Central | FCB Healthcare- New York | FFF Enterprises | Foote Cone & Belding- New York | Giant Creative Strategy | Goble & Associates | Grey Healthcare Group | Grey Worldwide | GSW Worldwide | Halesway | Hamilton Communications Group | Hammond and Thackeray | Harrison & Star | HC BCN | Healthcare Marketing Connections | HealthStar Advertising | Healthwise Creative Resource Group | Healthworld Canada | Healthworld India | Healthworld Spain | Holtzman Communications | Hurd Studios | Images in Medicine | Integrated Communications | Interlink Healthcare Communications | Iomedia | Junction 11 Advertising | KO Studios | KPA Healthcare Advertising | KPR | Krell Advertising | Laangland | LLNS | Lost Dreams Studios | Lowden Clear Advertising + Design | Lowe Bozell McAdams | M Interactive | Marketing Dynamics | Matthew Poppy Ogilvy | Mc|K Advertising | McCann Healthcare | McCann Healthcare Melbourne | Medical Broadcasting Company | Medicus NY | Medicus Sydney | MedMedia Campaign | Medsn | Merck Worldwide | Merkley and Partners | Noesis Healthcare Interactions | Ogilvy & Mather | Ogilvy Healthcare | Pace | Pacific Communications | Paling Walters | Palio Communications | Persuasive Communications | PharmaDesign | Pharmedica | Phase V Communications | Publicis Wellcare Canada | Rainmaker Advertising | RCW Communication Design | Ribotsky Worldwide | Rienzi & Rienzi Communications | Roundhouse HealthAd | RTC Relationship Marketing | Saatchi & Saatchi Healthcare -London | Scholz & Friends Life Science | Scrapbook Communication | Seidler Bernstein | Simms & McIvor Marketing Communications | Sudler & Hennessey International | Sudler & Hennessey Melbourne | Sudler & Hennessey Milan | Sudler & Hennessey New York | Sudler & Hennessey North Sydney | Sugar Consulting | TFA | The Quantum Group | The Robin Shepherd Group | The Synapse Group | TMX Healthcare | Torre Lazur Communications | Torre Lazur McCann | Torre Lazur McCann London | Tugare Comunicacao | Vox Medica | Williams Labadie | Wishbone-itp | XVIVO


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