DTC Awards: No credibility

Sep/26/2007 06:52 Filed in: DTC Environment
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I am still in shock ! Rozerem nominated for "most innovative DTC Campaign"? Surely this is a misprint, but no it's just another absurdity from DTC Perspectives the industry publication that serves the egos of DTC marketers and agencies more than the industry. But wait it gets better, worse actually, Rozerem is also nominated for "brand of the year" (over $90 spending). I have to say that when I read the nominations and talked to several colleagues in the industry we all had a great laugh. It seems that the Rozerem campaign is the "butt of jokes" within the industry and to even suggest that they should be nominated for an award is further indication of just how bad DTC advertising has gone downhill.



I have written many times about the utter stupidity of the Rozerem campaign. Abe Lincoln and a beaver ? Please tell me that it isn't true. John Mack over at his Pharma Marketing Blog has long reported on the poor sales of Rozerem which have lead to a negative ROI. I believe John has gone as far as to suggest that the team who developed the Rozerem ads have a lobotomy and frankly I can't disagree.


I have sparred with the owner/publisher of DTC Perspective as Mr Mack has done also. When an industry trade magazine caters more to the egos of DTC marketers then to addressing the really bad DTC that is out there is something wrong. This is further indication that this magazine should not be taken seriously and that marketers need to look at such nominations and awards as nothing more than a piece of paper to go in the files.
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