Direct to Consumer: A Dream Campaign - Pharmaceutical Executive


Direct to Consumer: A Dream Campaign
Takeda's Rozerem ads aren't just fun. They're a new paradigm for insomnia treatment.

Pharmaceutical Executive

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."

MOVES Blue Diesel opened an office in Newtown, Penn.

Sam Lowe
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


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