Upping the Ante

February 1, 2004

Pharmaceutical Executive

Pharmaceutical Executive, Pharmaceutical Executive-02-01-2004,

With overworked execs and underfunded campaigns, it is hard to believe that the ad industry has the resources to improve its creativity while churning out campaigns better, faster, and cheaper. But this year?s Rx Club Awards winners show that a more sophisticated and risqué style is emerging?direct in message, clear on benefit, and confident in execution.