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Finalist

Smart thinking and flawless tactical implementation deliver outstanding media results for fingolimod for the third consecutive year

by Aurora for Novartis


Summary of work

Maintaining momentum for a third year

The world’s first pill for multiple sclerosis, fingolimod (Gilenya), was launched in April 2011. The agency had delivered a succession of successful media campaigns since publication of Phase III data back in January 2010. In 2011, they achieved the ‘holy grail’ of media relations: widespread coverage of the same product at multiple time points with consistent messages. The bar had been set high and the media had been saturated with stories on fingolimod that had reached over 297,000,000 people – almost the population of the USA. The agency’s next challenge was to maintain momentum throughout the extended and still unresolved NICE review process and the forthcoming SMC review – both landmark decisions that would change the MS treatment landscape forever. The agency rose to the challenge yet again and employed its strategic thinking and flawless tactical implementation to achieve quality in-depth coverage.

Judges comments

This team pulled out all the stops and certainly did rise to the challenge. They overcame many potential pitfalls to deliver a really impressive and well-executed campaign with great results. Constantly identifying new media angles, displaying excellent issues management and meticulous pre-planning for every eventuality, and making good use of pre-emptive media opportunities, they achieved great coverage and influenced key decisions.


Winner

The Schizophrenia Commission - by Rethink Mental Illness


Highly commended

Blood Art-ery - by The Red Consultancy for NHS Blood and Transplant



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Behind the Judging: Communiqué Awards

Behind the Judging: Communiqué Awards
Find out what the chair of judges Anna Korving, senior judges Sarah Matthew and Annabelle Sandeman and previous award winners Paul Tanner, 90TEN and Emma Reynolds, Cohn & Wolfe; have to say on how the judging process works, what the judges focus on, tips on what helps and what distracts within an entry and get insights into how previous winners have created that stand out submission.