From absurd to ridiculous

Jan/21/2008 06:02 Filed in: Pharma Business
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Trade publications in the DTC area tend to be pretty bad but the recent announcement by Medical Marketing and Media that AT won agency of the year almost caused me to lose my breakfast. This is the agency that gave us the horrible Abe and the Beaver campaign and has resulted in a brand, Rozerem, which has quietly become the laughing stock of the industry. I wonder what "back scenes", "you scratch my back, I'll scratch yours" maneuvering was done to secure this award?



My college, John Mack over at Pharma Marketing Blog, has gone to lengths to detail just how bad the Rozerem campaign really is. They have spent more in the DTC campaign and generated little return. The short view of the ads, within the industry, is that they are laughable and horrible yet here is another trade magazine showing its irrelevance by appointing AT agency of the year. Is it any wonder that DTC and the pharma industry are in trouble?


When Lilly wanted to launch Cialis they went to a big consumer focused agency like Grey Advertising. They knew that in order to reach consumers they needed an agency that was more focused on consumers and would have a consumer approach to advertising their products. The Cialis campaign, with the bathtubs, has such a feel and does the Viagra campaign "Viva Viagra". Enter the sleep market where people are supposed to make a connection with Abe and a talking beaver (Abe by the way is supposed to represent honesty). John has gone so far as to say that he believes the executive responsible for the Rozerem campaign should be fired and I agree 100%. It's just a horrible campaign.

I read trade magazines dedicated to marketing and advertising and there is a reason that none of these magazines has acknowledged any DTC campaigns. That is because DTC campaigns are not creative and are considered old school marketing. Trade magazines like Medical Marketing and Media waste resources in trees when they print their magazine because its only purpose is to be a self service spokesperson for agencies who want more business. Shame on them
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