Agency A-to-Z - Haymarket Media Group

FEATURED WORK
Product: Adenoscan
Client: Astellas Pharma US, Inc
Creative/account team: Jim Grossman, SVP,
Account Supervisor; Chris DeProfio, Account
Supevisor; David Diaz, Account Executive; TJ Cimfel,
Creative Director; Laura Frizzo, Sr. Art Director; Chris
Siek, Copywriter.
Why this ad is special: This campaign is a simple,
clear communciation of the primary benefit of this
market-leading cardiovascular diagnostic — It helps
identify who’s at risk.
Wishbone/ITP
245 5th Avenue, 12th Floor, New York, NY 10016
Phone: 646-486-9700 • Fax: 212-213-4235
E-mail: smichaelson@wishbone-itp.com • Web: www.wishbone-itp.com
Founded: 1998
Officers: Steven Michaelson, Founding Partner, CEO; Judy Capano, Partner, Chief
Strategic Officer; Renee Mellas, Partner, General Manager; Steve Hamburg, Partner,
Chief Creative Officer; Ralph DeVito, Chief Financial Officer; Theodore Whitby, EVP,
Director of Strategic Planning; Mark McDowell, SVP, Creative Director - Art;
Stephanie Sorine, SVP, Creative Director - Copy; George Ho, SVP, Management
Supervisor; James Christodoulou, MD, SVP, Medical Director.
U.S. billings breakdown by media/source
2006 2005
Journals 20.0% 20.0%
Alternative media 5.0
Conventions/exhibits 10.0 10.0
Direct marketing 15.0 15.0
Sales materials 40. 45.0
Medical Education 10.0
Interactive media 5.0
Other 5.0
Healthcare accounts: Dey LP: EiPen, Formoterol; Genzyme Biosurgery: Seprafilm, Synvisc,
Synvisc new formulation; MedPointe Pharmaceuticals: Astelin, Astelin new formulation, Optivar;
Otsuka America Pharmaceutical Inc.: Tolvaptan; Auxilium Pharmaceuticals Inc.: Testim; Barrier
Therapeutics Inc.: Vusion; Bristol Meyers Squibb: Coumadin; Eggland’s Best: Eggs;
GlaxoSmithKline: Commit.
Number of Accounts gained: 6
Accounts gained: Dey: Formoterol; Otsuka: Tolvaptan; Genzyme: Seprafilm; GSK: Commit;
Auxilium: Testim; Barrier Vusions DTC: Vusion.
Number of Accounts lost: 0
Services: As a full service-advertising agency, Wishbone provides a full range of marketing
services, including advertising, sales promotion, direct marketing, and online communications.
We also offer both sales training and motivation. Our multimedia group is the best in the business
regarding electronic detailing. This year our in house producer and editors developed two DTC
commercials. Our Medical Education division, Backbone, has really taken off this year executing
numerous projects both accredited and non-accredited.
Divisions: Wishbone Rx, Wishbone Consumer, Wishbone Interactive, and Backbone — Medical
Education.
FEATURED WORK
Product: Optivar
Client: MedPointe Pharmaceuticals
Creative/account team: Mark
McDowell, Stephanie Sorine, John Thelian,
Matt Schneider.
Why this ad is special: Optivar, marketed
by MedPointe Pharmaceuticals, is
indicated for the treatment of the itching
associated with allergic conjunctivitis.
Optivar has a unique mechanism of action
that enables it to block many allergy
pathways. Therefore, physicians and patients can EXPECT MORE with OPTIVAR. Wishbone
created this “super goalie” to help bring the blocking power of OPTIVAR to life. This campaign
exceeded expectations on many fronts, including “stopping power” (no pun intended).
AGENCY A-TO-Z
Product: Testim
Client: Auxilium Pharmaceuticals
Creative/account team: Steve
Hamburg, Stephanie Sorine, Mark
McDowell, Ted Whitby, Renee Mellas.
Why this ad is special: Low testosterone
is a common, though very under
diagnosed, condition. In this new
campaign for the testosterone gel Testim,
Wishbone wanted to raise the awareness
of low testosterone with a provocative
image, and position the brand as the
optimal solution to low testosterone. The image of a man with missing T’s is arresting, and the
“Restore What’s Missing” headline simply and powerfully completes the thought.
Zuchelli & Johnson Healthcare
Communications
2873 Ocean Avenue, Seaford, NY 11783
Phone: 516-783-1400 • Fax: 516-783-1805
E-mail: admin@adwise.com • Web: www.adwise.com
Founded: 1983
Officers: Thomas Johnson, President; Angela Johnson, EVP; Cathy Vernino, VP.
U.S. billings breakdown by media/source
2006 2005
Journals 40.0% 41.0%
Alternative media 3.0 2.0
Conventions/exhibits 8.0 3.0
Direct marketing 28.0 28.0
Sales materials 21.0 26.0
Special Projects/Research 3.0
Healthcare accounts: Baxter ACC: Propofol, Brevibloc, Suprane, TDS, Sevoflurane,
multisource injectable products, various brands, projects and media planning; Daiichi: projects;
Edlaw Pharmaceuticals: Dialysate additives; EZ-EM: Visipace; PDL BioPharma.
Accounts gained: Nexmed, Laboratory Skin Care, GeneraMedix.
Accounts lost: INOtherapeutics, CareMark.
Divisions: Option Printing, Inc.; PharmNation: media sales representative for State Pharmacist
Association journals.
FEATURED WORK
Product: Sevoflurane
Client: Baxter Healthcare Corporation
Creative/account team: Cathy Vernino, Creative
Team Leader.
Media team: Angela Johnson, Media Team Leader.
Why this ad is special: Baxter launched Sevoflurane
globally. A branding image that could be easily utilized
by creative teams in two dozen countries was required.
The choice of a yellow sunflower represents the product
code color and was accepted by the marketing teams in
every country.
JULY 2007 MM&M 185