Healthcare advertising agencies earn Med Ad News recognition

UBM Canon has announced the winners of the 22nd annual Med Ad News Manny Awards 2011. The gala event, held at the Sheraton New York Hotel and Towers, culminated with the naming of AbelsonTaylor Inc. as Agency of the Year: Category I. The award honors the most outstanding healthcare advertising agency with revenue of more than $50 million. Sixteen additional awards were bestowed throughout the evening to agencies achieving excellence in a variety of categories.

Starting off the evening, Matt Giegerich, chairman and CEO of Ogilvy CommonHealth Worldwide, was named Med Ad News Advertising Person of the Year in recognition of his achievements during his 20 years in healthcare advertising. Most recently, Mr. Giegerich demonstrated audacious leadership in identifying and realizing the potentials and opportunities of merging CommonHealth with Ogilvy's global healthcare business.

"Our chosen business, our field of battle is unyielding; unsettling; hypercompetitive; yet somehow hyper-satisfying," Mr. Giegerich said upon accepting the award. "We engage where the sharp, poignant points of medicine, marketing, and life's meaning collide. And in that collision, we get to make sparks fly. We aspire to inspire; through meaningful creative work, fought for nobly on a dynamic field. Those with whom I fight – those who fly the red flag of Ogilvy around the world – are truly the noblest kind. And I proudly accept this award in their honor."

For Category I Agency of the Year winner AbelsonTaylor, new business and launch activity during the last half of 2010 propelled the agency into its 28th straight year of revenue growth. The independently owned agency gained 17 new brands and several industry awards, and increased its staff of 392 people to 403 people by the end of 2010.

AbelsonTaylor also received the Manny Award for Best Disease-Awareness Campaign for its work on behalf of Takeda Pharmaceuticals North America Inc.'s Dexilant brand.

Fellow Category I Agency of the Year nominee Draftfcb Healthcare had a great night as well, taking home three Manny Awards, including the Manny for Most Creative Agency. The agency continues to experience growth in talent acquisition and development, innovation, and new business.

Draftfcb Healthcare was also awarded the Manny for Best Professional Campaign for the Remicade "2nd Thoughts" campaign. The campaign uses graphic imagery to portray the physical and mental anguish of psoriasis and suggests that considering Remicade earlier is the right and compassionate thing to do for patients.

Draftfcb Healthcare's work on behalf of Cephalon oncology earned the agency the award for Best Interactive Physician campaign. The Every Cancer Counts campaign used a short Web-based video to express the idea that just because a cancer only affects 600 people per year does not mean it should be ignored by pharmaceutical developers.

The third Category I Agency of the Year nominee, GSW Worldwide, also did not leave empty handed, being voted the Most Admired Agency. Candidates for Most Admired Agency were voted on by their peers and Med Ad News staff based on the qualities they admire, such as management strength, vision, creative track record, and strategic thinking. GSW remains committed to the evolution of new agency/client models to reflect true partnership that promotes increased effectiveness in a complex media environment, efficiency, better division of responsibility, and a focus on innovation and growth.

The CementBloc won the Manny award for Agency of the Year: Category II. This category honors agencies with revenue between $25 million and $50 million. The CementBloc's vision is to become the No. 1 independent healthcare agency by leading a fundamental transformation of the healthcare agency model to better meet the needs of tomorrow's brand teams today.

Agency of the Year: Category III honors agencies recording less than $25 million in revenue. The award was taken home by Concentric Pharma Advertising. 2010 was a year of considerable growth for the agency. Concentric Pharma Advertising grew by 40 percent in revenue and saw a 33 percent increase in headcount and 11 new wins worldwide.

Fellow Category III Agency of the Year nominee Blue Diesel LLC received the Manny Award for Best Self-Promotion Campaign. The agency had created an integrated, multichannel holiday experience featuring a fictional character, Douglas Fur, who was raised by a pack of wild Douglas Fir trees, and whose mission is to make all holidays more awesome.

The Manny Award for Best Consumer Campaign went to Digitas Health for the Good to Share campaign. To combat the flu pandemic panic, the unbranded Good To Share campaign aimed to be the voice of reason, providing clear, accurate information about the flu.

Digitas Health was also awarded the Manny for Best Interactive Patient Campaign. The amusing "I pick my nose" campaign for FluMist asked kids whether they'd prefer a shot in the arm or a spray in the nose to receive their flu vaccine.

The Manny Award for Best Medical Device Campaign went to HCB Health in recognition of its consumer campaign for Sound Surgical Technologies LLC's Vaser procedures.

The Manny for Best Philanthropic Campaign once again went to ICC for the agency's work on behalf of the Community FoodBank of New Jersey. The "Imaginary Dinner" campaign went statewide via the FoodBank's "Hunger Relief Fleet" of semis, trucks, and vans.

Med Ad News' new Brand Team of the Year Award recognizes brand teams demonstrating exceptional passion, dedication, and teamwork and ability to meet challenges, effectively communicate with clients, and implement new concepts. This year, the Manny went to H4B Chelsea's Krystexxa team. Faced with a challenging launch scenario, the H4B Chelsea Krystexxa team served as Savient Pharmaceuticals' strategic launch partner, coordinating all HCP and patient promotions, advertising, digital, PR, and congresses.

Med Ad News' Heart Award recognizes agencies' social responsibility and agency cultures that embody a high commitment to philanthropic and social causes. This year, the Manny went to Siren Interactive. Siren's business focus on rare disorders was shaped by the personal experience of founder Wendy White. Siren continued its partnership with the National Organization for Rare Disorders in 2010, teaming with the organization to promote awareness.