Is Area 23 the most award-winning health agency in the world? After winning 9 lions, Cannes Health Agency of the Year, Global Awards Agency of the Year, Med ad News and MM&M Agency of the Year, 15 Clios and a D&AD White Pencil. I don’t think there is any sane person that would disagree with that claim. And with Tim Hawkey at the helm, driving his teams to break all the rules of health advertising, it’s fair to say that the best is yet to come.
“Do what scares you”, Hawkey espouses to his teams. He believes that a great creative idea should challenge the customer, and the clients, even if that means implementing a little shock and awe from time to time. “If they don’t stop and notice you, then you’re just burning money and wasting time.”
Tim is driven by a long-term goal of blurring the lines between healthcare advertising and non-healthcare advertising. It’s his goal to drive HCP pharma advertising into the mainstream and get it the respect that it deserves from the advertising industry as a whole. “There are a lot of factors that are holding back the quality in pharma advertising. And we’re dismantling them, one by one.”