DTC National Advertising Awards Winners
DTC National Advertising Awards Winners
Lunesta Wins Gold Awards for Best Branded Print and Best Branded Television Campaigns at 2006 DTC National Advertising Awards
Lunesta Wins Gold Awards for Best Branded Print and Best Branded Television Campaigns at 2006 DTC National Advertising Awards
WASHINGTON, D.C. (April 26) – The branded print and broadcast ads for Sepracor’s Lunesta were honored with Gold Awards at the DTC National Advertising Awards dinner in Washington, D.C., last night.
The “Luna Moth” ads were selected as the best branded print and best broadcast ads in a vote by delegates at the DTC National Conference earlier in the day. The 500-plus delegates voted on 10 different advertising campaigns in both the Best Branded Print and Best Branded Television categories. In addition, a panel of expert judges selected the winners in nine other DTC advertising categories.
The “Luna Moth” campaign was created for Lunesta by McCann-Erickson HumanCare. Lunesta marketing director Jay Popli and McCann-Erickson general manager Andrew Schirmer accepted the two Gold Awards at the gala dinner, which was hosted by RealAge as part of the DTC National Conference at the JW Marriott Hotel.
“We congratulate all the finalists for their creative, effective DTC campaigns. RealAge is proud to be associated with the presentation to the winners of these prestigious awards over the past five years,” said Rich Benci, President of RealAge Inc. CBS and Parade magazine presented the Ad Awards in the Branded Television and Branded Print categories, respectively.
In the Best Branded Television category, a Lilly ICOS ad for Cialis, “It’s OK Honey,” won the Silver Award, and the Toprol-XL ad, “Listen to Your Doctor,” won the Bronze Award. Grey Worldwide created the Cialis television ad, and Quantum created the Toprol-XL television ad for AstraZeneca.
A GlaxoSmithKline ad for Imitrex (“Monster”) won the Silver Award in the Branded Print category and AstraZeneca’s Crestor won the Bronze Award for its “Aim Lower” campaign. Grey Worldwide created the Imitrex print ad, and Saatchi & Saatchi Consumer Healthcare created the winning Crestor ad (“Arrow”).
Winning the Gold Award in the Branded Integrated Campaign category was AstraZeneca’s Toprol-XL. The marketing team for Toprol-XL also received the Yahoo! Big Idea Chair from Yahoo’s Jack Barrette, category development officer for health. The agency roster for Toprol-XL included SimStar, Quantum, Edelman & AvenueA / Razorfish and Zenith.
Astellas/GlaxoSmithKline won the Silver Award for its integrated VESIcare campaign, a collaboration with agencies Euro RSCG Tonic, One to One Interactive, Mediaedge:cia, Edelman & Targetbase. Sepracor’s Lunesta received the Bronze Award in the Branded Integrated category. The agencies for Lunesta are: McCann Erickson HumanCare, e-Tractions, Initiative Media and Zeno Group.
In the Non-Branded Television campaign, the Gold Award went to AstraZeneca’s “If You Were My Sister” campaign created by Wunderman/Y&R. Eli Lilly received the Silver Award for “Depression Hurts,” which FCB created. GlaxoSmithKline’s “Consequences” campaign received the Bronze Award. BBDO New York created the GSK campaign.
In the Non-Branded Print category, Roche won the Gold Award for its “Bruises” campaign, which was created by FCB. Eli Lilly won the Silver Award (with FCB) for its “Depression Hurts” print ad. Sanofi-Aventis’ “What You Don’t Know Could Kill You” won the Bronze Award. Euro RSCG Tonic created the Sanofi-Aventis non-branded print ad.
Serono received the Gold Award in the Non-Branded Web Site category for FertilityLifelines.com, which the agency Cramer created. The Silver Award went to Novartis Oncology (with agency Merkley & Partners) for the Web site RibbonofPink.com. AstraZeneca, with agency Medical Broadcasting Company, received the Bronze Award for the Web site, Getbcfacts.com
In the Branded Website category, AstraZeneca won the Gold Award for Arimidex.com, which was created by Medical Broadcasting Company. The Silver Award went to Novartis and Euro RSCG Tonic for Lotrel.com, and AstraZeneca won the Bronze Award for the PurplePill.com, created by Tribal DDB Health.
In the Multi-Cultural Campaign category,
Reckitt Benckiser, with its agency Quantum, won the Gold Award in the Branded/Non-Branded Radio Campaign for a Suboxone ad. Astellas/ GlaxoSmithKline won the Silver Award for a Vesicare campaign, created by Euro RSCG Tonic. Allergan Inc. won the Bronze Aware for BOTOX for Hyperhidrosis, with agency Grey Worldwide.
In the Medical Device, Test or Procedure category, Vistakon (with agency Gillespie) won the Gold Award for Acuvue Advance with Hydraclear. INSCOPE received the Silver Award, with agency GSW Worldwide, for the PillCam campaign. The Bronze winner was EES (also with GSW Worldwide) for the Procedure for Prolapsed Hemorrhoids.
The Gold Award winner in the CRM/Direct Mail category was AstraZeneca for its Arimidex campaign, created by Wunderman. Astellas won the Silver Award for Prograf (with agency Kane & Finkel Healthcare Communications) and Novartis received the Bronze Award for Xolair, created by Anderson DDB Health & Lifestyle.
This year’s independent judging panel included Mark Einhorn, Executive Vice President, The PreTesting Company; Fariba Zamaniyan, Vice-President, IAG Research; Dorothy Wetzel, Independent Marketing Consultant; Angela Federici, SVP, Pharmaceutical Practice Leader, Millward Brown; Therese Glennon, VP Division Manager, Professional Healthcare Manager, BASES; Fred Church, VP Health & Pharmaceutical Practice, Ipsos North America, and Robert A. Girondi, Executive Vice President, Media Research & Development, Communications Media, Inc.
The June issue of DTC Perspectives Magazine will feature coverage of the DTC National Conference and will profile each of the Advertising Award winners.
For more information about the DTC Perspectives’ Ad Awards, contact Mark Tosh at DTC Perspectives at (973) 377-2106, x-224.
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