MSCO chief Mark Stevens disagrees, stating that the Rozerem campaign succeeds in breaking the model of what a pharma ad should
be. "I think the commercial is memorable, unusual, and I certainly remember it," says Stevens, who penned the book Your Marketing Sucks. "I like the fact that they are having fun with a serious topic, but not being funny. If you can go down a path that makes
people scratch their heads at first but eventually get it, then you've made a good commercial."
Blue Diesel opened an office in Newtown, Penn.
PEOPLE TMX Communications named Debra Brown president. // AbelsonTaylor hired Eric Densmore as senior account supervisor and Dan Lathitham as account supervisor. // Core-Create appointed Sam Lowe creative director, copy. // Digitas Health promoted Len Dolce to senior vice president, general manager.
George Koroneos is associate editor at Pharmaceutical Executive. He can be reached at email@example.com