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Finalists 2010 - Hill & Knowlton Award for Innovation

Finalist

Company: Abbott

Campaign: Humira - a whole in one for Abbott

 

Company: SSL International in association with Halesway

Campaign: Durex condoms and the 'free to consumer' market segment

 


Criteria

Innovation is implicit to all marketing activities, but does not have to be about the creation of new market opportunities, it could also be about capturing an exciting opportunity through a compelling and differential approach.

The judges decided the winner of this Award from all entries submitted in previous categories, looking for activities that demonstrated cutting-edge marketing excellence.



Award sponsor

Hill & Knowlton 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 whole 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

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

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

 


 

Campaign overview - Durex condoms and the 'free to consumer' market segment

Company: SSL International in association with Halesway

Details of this entry have been withheld in the interest of confidentiality at the request of the company

 

Judges' comments

"This was a great campaign, fresh and innovative, with a 'positive' approach built on a key customer insight – the lack of comfort within the healthcare profession of positive messaging led them to take the bold step of building a customer value proposition around it. We saw good implementation and results that exceeded expectations as they successfully shifted attitudes amongst HCPs."


 



 

    

 Other entries


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