PROVIGIL CAMPAIGN
2 days before a pitch, the pitch team didn’t have the creative they felt comfortable with; then I read the headline, “Doze days are over.” It was met with immediate enthusiasm as it struck the exact efficacy tone the agency was soliciting. This became not only the lead concept, but the entire theme of the pitch. I still have the T-shirt the team wore.
CONCENTRIC AGENCY AD
The charge was a challenging one: create a campaign which clearly communicated that Concentric was the “specialist” agency and that they had the resources and talent to reach those who other agencies couldn’t. “Tracking the specialist” was an idea inspired by Teddy Roosevelt’s expeditions around the turn of the 1900’s. We used journal style language to give it an authentic look and feel and communicate that only Concentric could meet these specialist where they live.
FCB HEALTHCARE AGENCY AD
Personalize the unique brand-building ability of FCB Healthcare and improve their profile in the healthcare space as well. The first-person approach communicated that: if a brand could talk, they would choose FCB Healthcare.
MERIDIA CAMPAIGN
The objective was the medicalize Meridia by highlighting the metabolic dangers that obesity posed in the lives of overweight people. The colloquial headline communicated powerfully especially in light of the danger that her obesity was putting her in.
ICC TRIO CAMPAIGN
It’s not necessarily about simply reaching HCPs. For FCB Health Trio, it was about developing an intimate relationship and understanding them on a deeper level. That’s what “connect the docs” achieved in a super simple way.
THE UN-GENERIC BIOSIMILAR CAMPAIGN
How do you brand a biosimilar asthma inhaler with a new, novel delivery system? By calling it the “UN-GENERIC” and giving it a cool personality, we were able to create an actual buzz around a biosimlar by distancing ourselves from the generic. Now that’s special.
ACUVUE CAMPAIGN AD
Optometrists are unusual in that they are not only doctors, but business people as well. They are responsible for the economic health of their practice and the physical health of their patients. Striking the right balance of showing how ACUVUE contact lenses could help them in both areas was a terrific challenge, but one that we were very successful in achieving.
DEFLUX CAMPAIGN
This idea spoke very quickly to the benefit of relieving febrile UTIs utilizing a clever and effective play on words with a child playing out the ultimate benefit.
ZYRTEC CAMPAIGN
Zyrtec was struggling to maintain its position as one of the most powerful allergic rhinitis treatments available. This simple campaign idea reinforced what many allergists knew, but forgot. Zyrtec redefined effective and while some competitors may claim to be effective, only Zyrtec is “Z”ffective. It’s simple, memorable and totally campaignable.
CONCENTRIC AGENCY CAMPAIGN
To communicate that Concentric was the “specialist” agency we decided to approach it from the perspective of how other agencies approached targeting. This concept elicited gasps in the room while I presented it. The owners wanted edgy and we delivered. Ultimately, it was deemed too edgy, but sometimes you have to take it to the limit to realize where the limit is.
PFIZER NUTRITION CAMPAIGN
Pfizer Nutrition wanted us to communicate that their formula contained the exact right amount of each ingredient children needed to flourish. The better balance idea highlighted this idea in a Goldilocks sort of way; not too much, or too little. Just right.