The Global Awards Announces 2017 Award Winners

New York, NY – November 16, 2017: The Global Awards® announced the 2017 award-winners today at their annual award celebration taking place at the New York Academy of Sciences in lower Manhattan. Guests from around the globe celebrated the award-winners at ceremonies in both New York City at the Academy of Sciences and Sydney, Australia at The Rawson hosted by Bravo!/Global Awards.

FCB Health was center stage this year earning the title of 2017 Global Healthcare Network of the Year. The network was honored with a total of 14 Global Awards and 25 Finalist Awards.

“The FCB Health network is honored to be recognized for its work on a global scale. The Global Awards feature some of the world’s best in healthcare and wellness advertising, so I’m extremely proud to be considered in such a competitive arena. It’s a testament to the commitment we have to delivering only the best creative to our clients,” said Rich Levy, Chief Creative Officer of the FCB Health Network.

Area23, an FCB Health Network Company was in the spotlight taking home a remarkable 12 Global Awards in total, 7 for Health & Wellness categories and 5 Global Awards for Pharma categories.  

Among the agency’s award-winning entries, Area 23 received 3 Global Awards for their campaign “The Hardest Crossword” (Health & Wellness) for Alzheimer's Foundation of America. The agency partnered with The New York Times crossword editor—Will Shortz to create a crossword entirely based on the story a real individual affected by Alzheimer’s. The unsolvable puzzle featured clues and answers are based on facts and events that can no longer remember, illustrating what it is like to be affected by Alzheimer’s.

Area 23’s winning work in Pharma garnered 3 Global Awards for “The Drama in RA” for RA Disease Education and 2 Globals for “Spotlight” for RA Disease Education, both entries enlighten HCP’s to see the person beyond the joint and rethink their treatment priorities by understanding that the damage of RA goes beyond just structural.

“Wow. Agency of the Year. That’s just incredible. I’ve been participating in The Global Awards since I was a mid-level writer, and Agency of the Year has always seemed a far-off goal. To make it to this level is really a dream come true. It’s been an exceptionally good year. A lot of our best campaigns all happened to hit at the same time, giving us this perfect storm of great work to submit. You see what I did there? Subtly lowering the bar for next year? I’m only half kidding though. We've got a lot of great stuff cooking back at the agency, and we’re praying we can get it all across the finish line for next year. Those pharma gods, they’re a fickle bunch. Thanks again to the Global Awards and thanks to all the amazing teams here at Area 23 who had the genius to come up with this stuff, and the determination to make it all happen,” said Tim Hawkey, EVP, Managing Director, Executive Creative Director at Area23

McCann Health India earned both the Best of Show and Grand Global for their multi award-winning entry “The Immunity Charm” for Ministry of Public Health, Afghanistan. The ingenious campaign provides an immunization history of a child worn by the child. Borrowed from the Afghan tradition of talismanic bracelets worn by infants, the bracelet employs various beads each representing a vaccine and provides a safe-guard against lost records. Dr. Daniel Carucci, DD, MSc and PHD Senior Medical Advisor, McCann Health, one of the co-creators of the idea, accepted the awards on behalf of McCann Health India.

"Every year nearly 20 million children do not receive the vaccines they require to protect them from preventable diseases.  The Immunity Charm™ will help mothers and doctors be sure that every child gets the vaccines they need," said Dr. Daniel Carucci, Senior Medical Advisor, McCann Health and Dr. Harshit Jain, Country Head (INDIA), McCann Health, co-creators of The Immunity Charm™. 

The Executive Jury, split for the first time this year, utilized two specialized juries for the 2017 competition: Pharma (Rx) and Health & Wellness. These equal and separate juries judged submissions from each exclusive designation providing the opportunity to focus on what’s best in each respective category. The 2017 Executive Juries honored 20 Health & Wellness entries and 20 Pharma entries with Global Awards, in addition to 115 Finalist Awards from entries submitted by agencies from 22 countries worldwide.

This year’s Global Awards competition engaged both consumers and healthcare professionals by employing a wide variety of tactics including interactive applications, new technology, ambient advertising, humor, experiential engagement, event marketing, outdoor, viral marketing and social media.

The United States received top honors this year with 18 Global Awards, 8 from Healthcare & Wellness entries and 10 Pharma entries taking home Global Awards.

Winning entries from the US include: FCB Health taking home 2 Global Awards for “Her Endometriosis Reality” (Pharma) for client Endometriosis Disease Awareness.  Weber Shandwick was honored with 2 Global Awards for “The Debate Headache” (Health &Wellness) for their social takeover during the 2016 US Presidential Election debate for client Excedrin. McCann Humancare was in the winner’s circle earning 2 Global Awards for “Psoriasis: The Inside Story (Swimmer)” (Pharma) for client Stelara and a second Global for their “Lighter Blue” (Pharma) for client Takeda/Lundbeck. The “Lighter Blue” campaign humanized and destigmatized depression’s multiple symptoms and sparked over 10+ million interactions on Facebook. Cline Davis and Mann Princeton’s “Little Lungs” (Pharma) for client SYNAGIS for their event marketing campaign featuring the Knit Big for Little Lungs live event that built awareness for RSV in Philadelphia, PA, bringing knitters and the community together and creating knitted items that were donated to NICUs.

Agencies from India were out in front with 6 entries receiving Global Awards including McCann Health India’s Best of Show and Grand Global for “The Immunity Charm” campaign. Medulla Communications was in the spotlight, earning 4 Global Awards, 2 for “Slums (Housing Colonies) for Worms” for client Zentel and 2 for “Last Words” for client Indian Association of Palliative Care for their film advocating Palliative care that revealed that most last words are heard by nurses, and not by family members.

Germany earned 4 Global Awards. Serviceplan Health and Life was honored with 3 Global Awards, 2 for their humorous campaign for “MometaHEXAL - A world without hay fever’ (Pharma) for client MometaHEXAL and a single Global for “The Truth Unveiled” (Health & Wellness) a campaign that created awareness for women who were burned in acid attacks for client IPRAS WomenforWomen. Pink Carrots PINK CARROTS Communications GmbH earned a Global Award for “Game of Pain” (Pharma) for their 3-part direct mail campaign, created for client ORTOTON®, that featured a card game for doctors showcasing typical back pain patients.

United Arab Emirates’ The Classic Partnership Advertising was recognized with 3 Global Awards for their ambient campaign “Footnote for The Breast” (Health & Wellness) for client Medcare Women & Children Hospital. The campaign tackled the taboo of talking about certain health conditions. Pebbles were placed in the shoes of women who went to mosques or prayer halls, upon returning and putting on their shoes, the “lump’s” message urged women to schedule consultation.

Australian agencies were in the winner’s circle and recognized with 3 Global Awards. Saatchi & Saatchi Wellness, Sydney earned 2 Globals one for “Protected Wallet” (Pharma) their campaign for Promozio, a generic antimalarial that protects travelers from malaria; and a second for their poster “Blown out of Action” (Pharma) explaining the dangers of whooping cough to doctors for client Sanofi Pasteur. greyhealth Australia / Sudler Sydney earned a Global Award for their TVC “Living Nightmare” (Pharma) depicting the debilitating effects of rheumatoid arthritis for client Xeljanz.

Two agencies from the United Kingdom earned Globals:  Publicis Life Brands UK “Keep Life Flowing” (Pharma) for client Duodopa  employed colored inks to created eye-catching visuals and animations that represent the fluidity of movement experienced by advanced PD patients on Duodopa.  McCann Torre Lazur UK earned a Global Award for “Mark’s Story” (Pharma) for client Anoro, the educational piece takes the form of diary entries following a fictional COPD patient from his first cigarette at 14, to being diagnosed with COPD at 56.

NBS / Dentsu Aegis Network’s Global Award- winning “Blind Passion” (Health & Wellness) for client Flamengo connected blind Brazilian fans, who by law are provided free access to the games, with other Flamengo fans via an online platform that is accessible to the blind. Italy and China were each honored with a Global: Sudler & Hennessey Milan’s “The Escape Room” (Pharma) for Copaxone (treatment for relapsing multiple sclerosis)/ Field Force Team Building and Internal Awareness. The inspirational training course utilized an escape room concept in a custom-built hotel room and employed digital puzzles from an interactive MOA challenge to a challenge to hack into the doctor’s laptop too increase the reps’ knowledge of the drug. McCann Health China for “Looks Good on Dogs Not Her” (Pharma) for client Restylane’s print campaign that illustrated that wrinkles, facial hollows and flat cheek can be very sexy, pretty and attractive…on our pets.

The 2016 Young Globals Award Columbia College student winners Erica Barringer: Art Direction, Cassie Benedict: Copywriter, and Eric Kahl: Concept / Strategy took to the stage to accept their trophy. The students earned accolades for “Feed Your Future,” their campaign based on a creative brief for a (fictional) leading maker of diabetes medications to raise awareness about the link between unhealthy food choices, childhood obesity and type 2 diabetes. The Young Global award winners also received a paid internship with Global Awards agency partner sponsors, greyhealth group and Havas Health & You TBWA\WorldHealth also provided an internship.

An honorary award was presented to outgoing Chairperson of the Global Awards Advisory Board and Executive Jury, Robin Shapiro, Global President of TBWA\WorldHealth commemorating her 5 years of service. Throughout her tenure, Ms. Shapiro was dedicated to ensuring that the competition addressed the needs of the worldwide healthcare & wellness industry. Since her appointment in 2013 Robin has spearheaded many new initiatives for the competition including creating and championing the Young Globals competition while generating prominence for the competition and expanding its reach.

Global Awards Executive Director, Fran Pollaro announced a special on-going partnership between the Global Awards and Partnership for Drug-Free Kids, a launch of a new tradition of partnering with a cause to go along with the 2017 Young Globals brief which is focused on the opioid epidemic.

To view the complete list of 2017 Global Awards winners please visit: https://www.theglobalawards.com/winners-1/

For 23 years, the international Global Awards has honored the World’s Best Healthcare & Wellness Advertising℠ and has served as a touchstone for celebrating creative achievement in healthcare and wellness communications beyond the barriers of language and culture.

For more information, please visit the Global Awards at www.theglobalawards.com.

All press inquiries are welcome and should be directed to Gayle Mandel: gmandel@internationalawardsgroup.com. Phone 212 643 4800

About the Global Awards World’s Best Healthcare & Wellness Advertising℠

Now in their 23rd year, The Global Awards are dedicated to excellence in healthcare and wellness communications on an international basis. The Global Awards receives entries from healthcare corporations, hospitals, advertising agencies, productions companies, and design studios that produce communication for medical, pharmaceutical, healthcare & wellness related products and services. 

The New York Festivals International Family of Award Competitions…

Celebrating the World’s Best Work® since 1957!

AME Awards® | Advertising & Marketing Effectiveness

Global Awards℠ | Healthcare & Wellness Advertising

Midas Awards® | Financial Marketing & Advertising

New York Festivals® | International Radio Program Awards

New York Festivals® | International Advertising Awards®

New York Festivals® | International TV & Film Awards

                                                                     
Entries to each of the competitions are judged around the world by panels of peers in their respective industries. For more information, go to www.newyorkfestivals.com.

                                                                       

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NewYork Festivals
The Global Awards Executive Judgment Day - Review by Elizabeth Elfenbein, Health & Wellness Jury Chairwoman
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The final round of judging for the Global Awards took place in New York City in mid-October, with a host of creative leaders from around the world. This group of executive creative leaders was selected to help elevate creativity while recognizing the very best ideas in the healthcare advertising industry. 

At last year’s Global Awards event, Co-Chair Robin Shapiro spoke about trends in our industry. One trend is that premiere healthcare advertising awards shows have split juries. It was time for the Global Awards to follow suit. The health and wellness jury and pharma (Rx) jury were launched at this year’s judging session, a recognition of the need for work to be critiqued based on the kind of work it is so that it can be evaluated fairly.  

This simple notion changed the dynamic of the day and the caliber of the discussion.  
What unfolded wasn’t all that surprising—the day ran more smoothly and deliberation around each body of work was more effective. It allowed each jury to hyper-focus, within its respective category, on what “great” is. The pharma jurors had a healthy discussion, noting that while there was a decent amount of good work in pharma with 60 shortlists to debate—a vast improvement from previous years—there is still work to be done. We collectively agreed that pharma entries continue to be an opportunity for growth in our industry. With 94 shortlists, the health and wellness jurors had a greater breadth and depth of ideas to discuss and agreed that this continues to be an area where the work gets to great. 

Juries with a hyper-focus produce the best results

In the jury room, we saw that sitting on a specific jury allowed us to hyper-focus and, in turn, identify gaps in each category and have a broader discussion as industry leaders about what we need to do to fill those gaps. After each jury met to review all of their finalists and designate those that were “Global” worthy, the two juries came together as one to discuss which ideas rose to the top. Before the final day of judging, the Global Awards team and the Chairs decided that the power of inclusion in this discussion would ensure that all creative leaders saw all of the top work and had a seat at the table with the ability to communicate their respective points of view about what ideas excelled and why. That way, all of the leaders were equally invested in the outcome and could truly rally behind it. 

Building momentum and camaraderie throughout the day

This resulted in an unusually rich and respectful discussion around what we all believe deserved the “Grand Global” and which idea was the “Best of Show.” In previous years, these days could be a fight for each company and a fight for each creative leader’s ego to stand out and be heard. But on this day, it was different. It wasn’t that any spirits were quieted or that any points of view were squelched. That wasn’t the case at all. It was like we were all on the same team and were committed to recognizing only the best work, whether it was by our company or not. Everyone was a leader. We all collectively wanted to cheer for the work. The camaraderie that developed throughout the day got better and better, capped by a beautiful dinner where a number of us continued the conversation about the “what” and “why.” 

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We ended the day with a passionate debate around two ideas that we felt were “Grand Global Awards” worthy. Both brilliant ideas filled an unmet need and did so with beautiful and flawless execution. The debate involved each of us trying to peel back the onion to reveal why each idea was so brilliant and what insights were mined to help develop the strategy and ultimately the brief to get these powerful ideas to market. We discussed how the art of craft needed to be elevated to truly bring all big ideas to life. We even questioned if there might be a craft category. There was discussion around copy and how our industry has gotten lazy with a one headline approach across multiple visual executions and we agreed that there is an opportunity for more insightful use of language that surprises and delights the customer. Lastly, we talked about the state of the awards show, and the need to hone the two categories and make submitting easier.  2018 promises to be a year of continued growth for the Global Awards

- Elizabeth Elfenbein, Global Awards Chairwoman, Partner & Chief Creative Officer, The Bloc

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NewYork Festivals
2017 Executive Jury Spotlight Interview: Kathy Delaney

The Global Awards Executive Jury of prominent Chief Creative Officers, Managing Partners, EVPs, and Executive Creative Directors are recruited from the world’s foremost healthcare advertising agencies.  Our juries' dedication and high standard of excellence have meant that the ongoing legacy of the Globals is respected around the world, both by the winners themselves and in industry reports measuring the competitive excellence of worldwide advertising and communications competitions.

The Global Awards is excited to feature 2017 Healthcare & Wellness Executive Jury member, Kathy Delaney, Global Chief Creative Officer at Publicis Health based at Saatchi & Saatchi Wellness NY in this week’s interview. Kathy is known in the industry for her bold creative vision, she has helped make Saatchi & Saatchi Wellness an award-winning powerhouse in consumer wellness marketing.

Throughout her career, she created and oversaw integrated campaign after integrated campaign that outperforms business objectives for such prominent clients as IKEA, J&J, Tommy Hilfiger, Revlon, Almay, Reebok, The American Heart Association, GNC, Pfizer Women’s Health, Exhale Spas, Merial Pet Care, LensCrafters and the Clinton Foundation.

Named one of the “Most Creative Women in Advertising” by Business Insider, Kathy’s work has been recognized by The One Show, Effie's, ADDY's, W3's, Graphis, ANDY's, Art Directors Club, Communication Arts, and Webby’s. In 2014, she served as the first-ever Jury President of the inaugural Cannes Lions Health festival celebrating creativity in global healthcare communications.

In the interview below, Kathy shares her personal philosophy, what inspires her about the industry and what she’d change, and offers insights on the changes we’re likely to see in health and wellness advertising in the coming years.

What philosophy do you live by and what creative icon inspires you personally?

Kathy: For the last several years here at Publicis Health, I’ve lived by the philosophy of ‘Feel Something. Do Something.’  When I feel something emotionally about an issue or cause, I am blessed with the ability to galvanize a group of like-minded people to help do something about it.  It’s created some of our best work for Diabetes, Homelessness, MS, Gun Violence, Animal Advocacy and more.  As far as icons, there have been so many influential figures over the years that have helped shape and change the course of my career.  But these days, I look less to the icons and more to the fresh, new talent that is emerging, and try to find inspiration and to learn from them as much as I try to inspire and teach them.

What inspires you about the industry and what do you wish you could change?

Kathy: The healthcare industry is a very special one because ‘empathy’ is the price of entry. You won’t be able to succeed here unless you have the ability to put yourself in a patient or sufferer’s shoes and try to imagine how you would want to be talked to or communicated with. I love that this industry drives positive change around the world. That’s huge. But I wish the industry would galvanize more around other, more societal issues that are not currently viewed as strict ‘health’ issues (gun violence, the gender gap). Expanding our repertoire of the issues that truly impact us as healthy humans on this planet can only effect more positive change.The other ‘wish for change’ I have concerns the healthcare industry in the US specifically. That consumer advertising here has to scare the hell out of people with 30 seconds or 200 words of fair balance/potential issues with taking an Rx product designed to help them or their condition. Yet other parts the industry aren’t held accountable for our off-the-charts obesity rates and endemic diabetes associated with the consumption of their products (soda, junk food, etc.) – Why should they be given carte blanche to completely disregard the risks associated with showing ads that endorse consuming products (soda, junk foods, etc.) in excess?

What will be the most prominent changes in health and wellness advertising in the next few years?

Kathy: Artificial Intelligence, Voice Assistants, Virtual Reality, Augmented Reality and Telemedicine are all going to change the playing field dramatically, especially in content and how we view it within health and wellness. With Instagram influencers, YouTube superstars and Publishing platforms, just to name a few, all vying for people’s attention, we have to get desirable, snackable content out there on a much bigger scale. There’s still a way to go. But it’s an exciting time to be in the healthcare space and reach people who need us the most through other passion points they may have. It’s great to see some of the more traditional pharma brands busting out of the rut of traditional channels and broadening their appeal through smart content strategies.
NewYork Festivals
Calcium and Saatchi & Saatchi Wellness Join Forces to Sponsor the 2017 New York Festivals Young Global Awards
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NEW YORK, NY – October 9, 2017 - Calcium and Saatchi & Saatchi Wellness will join forces this year to support New York Festivals Global Awards® Young Globals competition & internship program. Both agencies will partner as official corporate sponsors as well as mentors for the next generation of young creatives by providing internship opportunities to the 2017 competition’s winning team.  

 "The Global Award is one of the most relevant awards because simply stated, we are a global industry. And the Young Globals are our future. It is where the next generation of talent gets to thrive and present itself. Of course, we’re committed to that,” said Steven Michaelson, Founder / Chief Executive Officer, Calcium.

What an honor to support the next generation of creative thinkers stepping up to the next level of creative excellence,” said Kathy Delaney, Global Chief Creative Officer, Publicis Health/Saatchi & Saatchi Wellness.           

The Young Globals, now in their 4th year of championing young creatives, is the only college/portfolio school competition for healthcare advertising that offers students an opportunity to submit their creative work based on a challenge brief provided by the sponsoring agencies. The competition provides students with a chance to take on a truly topical issue in an attempt to earn a prestigious Global Award, as well as the experience to test drive their career in healthcare advertising. Launched to identify and recognize emerging creative talent from around the world, Young Globals introduces students to the rewards of working in the healthcare and wellness advertising industry.

The Young Globals provides a program for young creatives to discover the world of healthcare & wellness advertising via a test drive in the real world of healthcare agencies. No other competition provides an internship experience of this magnitude,” said Fran Pollaro, Executive Director of the Global Awards.  “We’re extremely grateful for Calcium and Saatchi & Saatchi Wellness for partnering with us this year and offering this wonderful opportunity.”

The Young Globals competition is open to all college and university students, including portfolio centers, who are exploring advertising, marketing, art, design, creative writing, technology, or similar areas of creative focus.  

To enter the Young Globals, students must create a speculative campaign based on a challenge brief provided by the sponsoring agencies. Students interested in exploring healthcare advertising as a career may enter either individually or as a two or three-person team.

This year’s creative challenge brief for the (fictional) National Opioid Addiction Prevention Council and invites student entrants to develop a unique and compelling multi-channel experience (print, social media, digital, etc.) for their project Push Back on Opioid Abuse. The challenge is to raise awareness about opioid addiction and target the audience that feels personally immune to the possibility of becoming addicted to opioids and underestimates how quickly an addiction to prescribed opioid medications can happen.

The Young Globals award winners will receive a Global Award, have their work showcased at the 2018 award ceremony, and be given the opportunity to experience a paid internship in the summer of 2018 (minimum of one month based on their availability), at the sponsoring healthcare advertising agencies.

 All entries submitted to the Young Globals will be judged by the sponsoring agencies’ international award-winning healthcare advertising chief creatives and their team.

The deadline to enter the Young Globals is January 31st, 2018. The entry fee is $40.00.

To find out more about the please visit: Young Globals and to enter, please click HERE. For more information please visit the Global Awards website at www.theglobalawards.com.

All press inquiries are welcome and should be directed to Gayle Mandel: gmandel@internationalawardsgroup.com. Phone 212 643 4800

About the New York Festivals Global Awards®: Now in their 23rd year, The Global Awards are dedicated to excellence in healthcare and wellness communications on an international basis. The Global Awards receives entries from healthcare corporations, hospitals, advertising agencies, production companies, and design studios that produce communication for medical, pharmaceutical, healthcare & wellness related products and services.

The New York Festivals International Family of Award Competitions…
Celebrating the World’s Best Work since 1957!

AME AWARDS® | ADVERTISING & MARKETING EFFECTIVENESS
GLOBAL AWARDS®| HEALTHCARE & WELLNESS ADVERTISING
MIDAS AWARDS® | FINANCIAL MARKETING & ADVERTISING
NEW YORK FESTIVALS® | INTERNATIONAL ADVERTISING AWARDS®
NEW YORK FESTIVALS® | INTERNATIONAL RADIO AWARDS
NEW YORK FESTIVALS® | INTERNATIONAL TV & FILM AWARDS


Entries to each of the competitions are judged around the world by panels of peers in their respective industries. For more information, go to www.newyorkfestivals.com.                             

Calcium is a full-service, independent healthcare advertising agency, offering strategic and creative firepower with robust in-house digital capabilities. At Calcium, clients benefit from the big agency experience without the big agency bureaucracy. This means the agency’s talent and energies are focused on delivering various forms of brand nourishment that make businesses thrive… Let’s build something strong together. www.CalciumUSA.com

Saatchi & Saatchi Wellness: Saatchi & Saatchi Wellness is a leading full-service agency combining expertise in consumer wellness marketing, healthcare communications, scientific storytelling and strategic consulting. The agency specializes in helping a full spectrum of health and wellness brands succeed in the wellness space by actively promoting and motivating the health and well-being of their customers. They are dedicated to raising the bar and crafting award-winning work that helps promote positive change in people’s lives. Saatchi & Saatchi Wellness is part of Publicis Health, the largest healthcare communications network in the world.

SSW. Feel Something. Do Something

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NewYork Festivals
2017 Executive Jury Spotlight Interview: Elizabeth Elfenbein

The Global Awards brings together the world’s most prominent award-winning industry creatives to join the Executive Jury.  These respected creatives join together in New York City to select the most innovative creative entries in the Health & Wellness and Pharma (Rx) sphere worthy of being awarded a Global Award and the title of the World’s Best Healthcare & Wellness.

This year, Elizabeth Elfenbein, Partner, Chief Creative Officer, The Bloc, USA will Co-chair the Global Awards and will Chair the 2017 Health& Wellness Executive jury.  Throughout her 25 years in advertising, Elizabeth has created and directed buzzed-about, award-winning ideas across multiple sectors. consistently breaking the boundaries of traditional health-and-wellness advertising.  She has created unforgettable, industry-first social platforms and experiences, and taken her gift for disruption to a new level over the last decade as a creative leader at The Bloc.

Elizabeth applies her insights and vision to several industry leading platforms. As Editor in Chief of HealthWellNext, an industry-first publication, Elizabeth offers a refreshing, provocative point of view on the challenges and opportunities facing the health and wellness industry and how it communicates with customers. She is a sought-after thought leader, writing about innovation in the health-and-wellness sphere for Advertising Health, Clios.com, DTC Perspectives, MediaPost, Medicine Avenue, PharmaVOICE, and PM360 and about happiness for Coca-Cola Journey (www.coca-colacompany.com).

Globals spent a few minutes with Elizabeth and asked her to share her thoughts on Chairing this year’s Health & Wellness Executive Jury, the challenges of working within the industry, how culture and consumer experience play into the creative mix, how creative visual trends are changing the playing field, what inspires her about the industry and much more.

“I’m honored to be Chairing (the Chair Woman of) the 2017 Health and Wellness Jury. We’ve finally split the juries. And it’s meaningful. Because health and wellness and Pharma don’t play by the same rules. It’s time to stop apologizing for their differences and start celebrating and recognizing the very best work for each.”  Elizabeth Elfenbein

Does judging the year’s creative work within your industry influence your creative process? 

Elizabeth: As a creative leader, it’s important to see the award-winning trends. It doesn’t really influence our creative process. It can, however, influence and inspire our creative output.

What do you bring back to the agency team following judging?

Elizabeth: Understanding what great looks like this year. Also, how to tell what are the most impactful awards submission stories, as the films change stylistically from year to year. It’s always helpful to know what’s been done so you don’t create a similar idea.

What are the challenges and benefits to judging work from around the globe?

Elizabeth:  I see the experience as mostly beneficial. A great idea is a great idea. The award-winning global ideas tend to be simple and pure in nature, as well as stunning in execution. They don’t rely on a channel or a kind of technology to make them smart or clever. They’re about the singularity of the idea and how it can fill an unmet need. If there’s a challenge, it’s one of comparison, as some countries have fewer restrictions than those imposed in the US—and that makes the playing field a bit uneven. However, that should be a challenge that our industry solves by finding ways to create for great within this more defined box.

In your opinion, what are the challenges of working within your region’s healthcare and Pharma (Rx) advertising?

Elizabeth: This seems like an obvious question and answer. There are restrictions, plus there’s fear from our clients—not a good combination. Ideas are researched and revised to death, then we cobble together what’s left and they’re usually not worthy of an awards submission. When clients are reviewing ideas by committee, they aren’t willing to take chances, which leads to bland and consensus-driven ideas.
We need maverick clients who are brave, who know what great looks like, and who want to create experiences that are paradigms that can shift markets.

What will be the most prominent changes in healthcare and wellness advertising in the next few years?

Elizabeth: With the democratization of medicine, everyone will be treated like a consumer. This means ideas will be simpler, more intuitive, and focused on the user experience with AI working behind the scenes to drive a level of personalization at the point of need that we’ve never seen before. More and more branded ideas will be activated via experiential events and of course, pulled through Omni-channels, with a focus on mobile. And, lastly, I believe that with the direction that healthcare is going, there will be a push for even more purpose-driven marketing.

What are the creative obstacles when creating Pharma (Rx) campaigns?

Elizabeth:  I think we all know the answer—regulations. That said, there’s an even bigger challenge, and that’s our clients. They function in large groups, so more often than not you have reviewed by committee with the focus on building consensus. Ideas are researched and adapted according to research. What might go into research as a great idea might not come out of research as it went in. Today’s healthcare environment is not a brave one; it’s one that goes with what’s been successful in the past, which is not a recipe for award-winning ideas. To win awards, ideas need to break norms and shift paradigms.

With the influx of wellness campaigns vs adverts for pharmaceuticals, how does Pharma compete with its highly regulated guidelines? 

Elizabeth: Let’s not pretend that they can compete because they can’t; they’re apples and oranges. We need to change our expectations and understand that what may look great in Pharma is different than what looks great in health and wellness. And stop being so apologetic about it.

How do culture and consumer experience play into the overall creative mix? 

Elizabeth: It’s critical that we have a deep understanding of cultural trends and their influence on consumer behavior. This knowledge inspires ideas that are insightful, culturally relevant, and engage our users, wherever they are. It’s also much easier to persuade consumers to engage with something that they already use vs taking the time to assimilate to something new.

What creative visual trends are you seeing in the healthcare and wellness space and how are they changing the playing field?

Elizabeth: We’ve been talking a lot about the need to have empathy, to be authentic because it helps us understand our customers and their challenges. The healthcare industry has finally caught on. Visual trends are focusing more on human truths in a form of realism—sometimes even hyper-realism—and they’re also getting simpler and more intuitive. There seems to be a greater understanding that consumers need to feel something viscerally and emotionally when they happen upon your brand.

In your opinion, which brands have utilized technology in a unique way to attract the digital consumer and do breakthrough creative?

Elizabeth: “Meet Graham,” a ‘human’ designed to survive a road crash, was a road safety initiative created in Australia. Graham was an interactive sculpture designed by a trauma surgeon, an engineer, and an artist using decades of road safety data (evolution underpinned by evidence) to help them depict what a human would need to look like today in order to survive a crash. This initiative used technology and data brilliantly to create a totally surprising experience. And while they did leverage Google’s Tango to have a VR component to see deep inside Graham, it augmented the sculpture to give greater context to the idea, but it wasn’t the main idea.
Another ingenious use of technology was Italia Longeva’s “Chat Yourself,” which used a chatbot in a unique way. Their goal was to help Alzheimer’s patients hold onto what they want to remember by conversing with a chatbot. It took the notion of a chatbot and turned it on its head.
“Seem,” from Recruit Lifestyle Co., is a self-check app that allows men to test their sperm quality. The original technology analyzes and measures sperm concentrations to detect any abnormalities on the male side. This both destigmatizes infertility and allows couples to move more quickly to find alternatives to conceive. It was simple and intuitive and filled an unmet need in Japan.

What is your favorite healthcare and wellness advertising campaign that you’ve seen this year and why?

Elizabeth: So far, the “Immunity Charm” for Afghanistan’s Ministry of Health is rising to the top. The idea is so intuitive and simple, yet it had the power to activate a community in a really compelling way. It mashed culture with tradition and found a novel and practical way to tell each baby’s immunization story.

What inspires you about the industry and what do you wish you could change?

Elizabeth: What inspires me is knowing that I can make a meaningful difference in healthcare on a personal level and on a grand scale. This is a sector where if we do it right, our impact can be truly felt, and that feels really good. As for change, I wish I could make all clients recognize the advantage of being brave. If we collectively focused on doing what’s right for the customer, great things would happen and the brand would be the beneficiary.

What philosophy do you live by and what creative icon inspires you personally?

Elizabeth: Be fearless. Always walk in the shoes of your customer to best understand their challenges.

 

NewYork Festivals
2017 Executive Jury Spotlight Interview: Praful Akali
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Each year, the Global Awards recruits some of the world’s most prominent award-winning industry creatives and thought-leaders to serve on the Global Awards Executive Jury. These dedicated creatives meet in New York City to select the most innovative creative entries in the Health & Wellness and Pharma (Rx) sphere worthy of being awarded a Global Award and the title of the World’s Best Healthcare & Wellness℠.

Global Awards is thrilled to feature the 2017 Healthcare & Wellness Executive Jury member, Praful Akali, Medulla, Founder & Managing Director of Medulla Healthcare Communications, India in this Spotlight Interview. His company’s meteoric rise to success is truly an inspiration.  He brings a wealth of skills to the Executive Jury judging sessions, including integrated creative and strategy with a base of medical understanding.  

Praful started his creative journey as a journalist and loved it, added medical expertise through a pharmacy education, moved up the ladder into strategy with a degree from India’s leading B-school, built on this base with eight years of marketing experience on leading consumer healthcare brands at Pfizer, Boots, etc. and then launched Medulla in 2008. His leadership has helped Medulla win some of the biggest pharma and consumer healthcare clients in India, Asia-Pacific, and Africa including J&J, P&G, GSK, GSKCH, Novartis, Merck and many others. 

Medulla is now one of the world’s most awarded creative healthcare advertising agencies. Under Praful’s guidance, Medulla is the only agency to come in the top three Agencies of the Year every year for the three years of Lions Health, including winning the Healthcare Agency of the Year in 2016, probably becoming the first agency ever to win AOTY after less than 8 years of existence.

In the interview below, Praful shares his creative insights on judging and what he’s looking for when selecting award-worthy work, his thoughts on how brands are taking advantage of technology, his favorite healthcare & wellness ad and much more.

Does judging the year’s creative work within your industry influence your creative process? 

Praful: Yes, it does. What’s really thought-provoking are the discussions with the other jurors on specific pieces of work – the perspectives are so varied, yet each of them so mature and thoughtful, that it leaves you with many lenses to review your own work.

Why did you agree to participate in the Global Awards Jury? When judging, what specifically are you looking for when determining whether a campaign is award-winning?

Praful: Why did I agree to participate in the Global jury? The other jury members – I think we have the biggest names on board this year and I’m excited to be sharing thoughts with them. What do I look out for? Three things: 1. A big idea: If there is no creative leap then it doesn’t fit into an advertising awards scenario for me. The idea has to feel like “Damn, wish we’d thought of this!” 2. Strategically correct and ideally, strategically innovative too: You have to remember that these are advertising awards and not just creative awards. It cannot be creative for the heck of it but has to help the brand achieve a marketing objective. And when you look at a piece of work you know instantly if there is strategy behind it or just a big idea. In the healthcare space, where the ecosystem adds so many constraints, the strategy is even more important. 3. Has the campaign really been run at scale? Has the client put monies behind an idea or just put their name? Healthcare advertising is truly great for me when everyone in the ecosystem that normally kills the creative idea is actually excited by the creative idea. And if the idea has not excited the brand team enough to invest in the idea, then I start feeling that there’s something off that I have to spot.

What will be the most prominent changes in healthcare & wellness advertising in the next few years?

Praful: I think the plethora of awards in the last few years in healthcare advertising has helped the client recognize good healthcare advertising and its value in driving business. This single fact will drive the daily work in pharma and healthcare advertising up by several notches over the next 2-3 years. So, we will explore boundaries, make creative leaps with every piece of healthcare communication – something which has never before happened in the past.

With the influx of wellness campaigns vs adverts for pharmaceuticals, how does Pharma compete with its highly regulated guidelines?

Praful: I believe that more than the regulations, the pharma industry’s interpretation of the regulations constrains our thinking. One way to change this is for the healthcare and pharma advertising folks to get together with clients– not just marketing teams, but legal, regulatory, clinical research and sales teams – and look at great creative work that has interpreted these regulations correctly, interpret the spirit of the regulations together, and chart a plan to do more impactful communication, even if it means working hand in hand with the regulators themselves.

In your opinion which brands have utilized technology in a unique way to attract the digital consumer and do breakthrough creative?

Praful: I love it when technology is applied correctly to solve a real communication problem. So, I loved the VR vaccine that put kids as heroes into a fantasy world created by VR and made it easier for them to take the fire-fruit, or the vaccine. Or the innovative ‘Fin’ for amputees that allowed them to use the swimming pool without removing their prosthetic legs developed by Northwell Health to communicate their innovation capabilities.
I have also been very proud of Medulla’s own work on social media – Last Words and Last Laugh – with healthcare professionals that used peer-to-peer conversations to ensure that doctors questioned their own behavior, something which would not have been possible through a medical rep.

What is your favorite healthcare & wellness advertising campaign that you’ve seen this year and why?

Praful: I have been very proud of a campaign from India by McCann Healthcare – the ‘Immunity Charm’ with colour coded beads for each vaccine on the traditional Afghani charm bracelet – which I felt is a brilliant solution to tracking which vaccines have been completed for a child in an ecosystem like Afghanistan where this seems like an impossible task. And I’m proud not just because it’s from India but as a healthcare advertising professional, I believe real innovative solutions like this are what will define the future of our industry.

 

 

NewYork Festivals