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Finalists 2010 - Campaign of the Year


Company: Abbott

Campaign: Humira - a whole in one for Abbott


Company: Astellas Pharma Europe in association with Rapp

Campaign: Taking eczema control long term


Company: Bristol-Myers Squibb in association with Inspired Science

Campaign: HIV futures




This Award relates to ongoing marketing activities for the development of an ethical product in the UK and Europe, originally launched before the end of December 2008. Entrants needed to demonstrate the ongoing development of the brand in 2009, with particular emphasis on showing evidence of marketing excellence.

Award sponsor

STEM logo

Campaign overview - Humira - a whole in one for Abbott

Company: Abbott

Humira (adalimumab), a recombinant human monoclonal antibody, has indications in three therapeutic areas: rheumatology, dermatology and gastroenterology. For this reason it has been called 'a pipeline in a product' with new indications added as new data becomes available.

The brand teams for each franchise researched the impact of the varying conditions for themselves in a range of innovative ways and developed an integrated campaign built on a USP that spanned all indications and encompassed values resonant with all external stakeholders. The results were both impressive and engaging.



Judges' comments Humira - a whole in one for Abbott

"A sophisticated approach to understanding the market and its needs."

"'Living the patient experience' was impressive, well implemented and allowed the teams to build on excellent insights."

"An excellent 'experiential' campaign; a very comprehensive positioning strategy and brand building activity."


Campaign overview - Taking eczema control long term

Company: Astellas Pharma Europe in association with Rapp

Steroids are the cornerstone of treatment in atopic eczema (AE), however there are strongly-held beliefs about the long-term side effects of steroid usage.

Protopic, a topical calcineurin inhibitor is Astellas Dermatology's flagship brand and is indicated for second line treatment. However, research showed that it was viewed by clinicians as a negative choice, ie, to avoid steroid usage rather than as a drug with real benefits in its own right. Clinicians were struggling to understand Protopic’s place in the treatment algorithm of AE and how to use it.

Following the launch of a new type II licence variation for twice weekly maintenance treatment of moderate to severe AE, Protopic was successfully repositioned and differentiated from competitors.



Judges' comments Taking eczema control long term

"This team demonstrated clear customer understanding and messaging that resonated."

"Their campaign continued the process of changing beliefs around the product and its place in the treatment regime of long term AE."


Campaign overview - HIV futures

Company: Bristol-Myers Squibb in association with Inspired Science

Armed with fantastic data and having the support of national opinion leaders in HIV, the team were faced with the challenge of communicating with regional specialists in a highly competitive area. They challenged themselves and developed a programme that would succeed in much more than boosting the brand by delivering genuinely valuable educational content combined with inspirational best practice demonstrations across Europe. 

These knowledge based sessions had a unique, innovative format and received widespread recognition from stakeholders for educational value. The team gained from the relationships that were built as they were better able to understand the needs of physicians treating HIV. Overall, the results far exceeded expectations for all concerned.



Judges' comments HIV futures

"Good smart objectives and a nice target setting framework."

"Nice customer engagement and an impressive programme overall that really benefited regional physicians. The resulting change in clinical practice can only improve patient care. A real win-win-win situation for all concerned."

"An excellent demonstration of insight by focusing on those groups who are future decision makers or who hold real decision making power that is currently under-recognised."



 Other entries



Vesicare: the success story continues by Astellas Pharma in association with Pan Advertising



Key dates

Entry deadline 26 August 2021
Extended entry deadline 2 September 2021*
*additional fee applies
Judging Day 1 October 2021
Company of the Year Interviews 22 October 2021
PMEA Event 24 November 2021