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Excellence in Engagement Through Multiple Channels

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Highly Commended


by Thornton & Ross
with support from Pegasus

Summary of work

The OTC emollient market is highly competitive with seemingly little difference between products. That was the challenge ahead for Cetraben in 2015. Having acquired the brand in late 2014, Thornton & Ross decided to make the product range available over-the-counter, building on its Rx heritage as a widely prescribed brand. Great success was achieved by focusing beyond the cream. We took the bold step to help first, sell later, creating an emotional connection with our target audience by acting as a caring, authoritative brand that is genuinely committed to helping improve the lives of people with problematic skin. Using a creative activation theme of Improve your Skin-telligence, we launched an insightful and integrated campaign that positioned Cetraben as an enabler brand. Our multidiscipline campaign, encompassing social, PR and digital, helped make Cetraben the fastest growing brand in its market for two consecutive years, outperforming all competitors by some margin to achieve sales that far exceeded targets.

Judges' comments

Thornton & Ross and Pegasus brought everything together in terms of contemporary marketing to a brand. They demonstrated great consumer engagement and strong brand loyalty. We also thought the Skin-telligence project was fascinating.


Bayer iMCM Lighthouse Project - by Bayer
with support from Oi Ltd

Highly commended

Skin-telligence - by Thornton & Ross
with support from Pegasus

Highly commended

Merck Growth Hormone eHealth Programme - by Merck
with support from W2O Group


Key dates

Entry deadline 25 August 2023
Extended entry deadline 1 September 2023*
*additional fee applies
Judging Day 10 October 2023
Company/Team of the Year Interviews 3 November 2023
PMEA Event 22 November 2023