hEALThCARE — ovER-ThE-CouNTER
bRoNZE WINNER
hEALThCARE pRoDuCTS & SERvICES
SILvER WINNER
Tampax
pRoCTER & GAMbLE
LEo buRNETT ChICAGo
Becky Swanson Exec. VP-Creative Dir.
Anna Meneguzzo Creative Dir.
Cindy Blikre Sr. VP-Acct. Dir.
Katie McClay Acct. Dir.
Shelley Weakly Creative Dir.-Art Dir.
Craig Shparago Creative Dir.-Copywriter
Laura Shamorian Strategy Dir.
DIGITAS
Jen Putnam
SMG uNITED
ARC
VP-Dir., Creative
Assoc. Creative Dir.
Anthem blue Cross
& blue Shield
WELLpoINT (ANThEM bLuE CRoSS AND bLuE ShIELD)
Elizabeth McDonnell Staff VP-Brand & Advt.
Shelley Patchin Dir.-Advt.
Kelly Colbert Dir.-Mktg.
DEuTSCh INC.
Kim Getty
Carol Roth
James Sheehy
Eric Springer
Josh Rose
Karen Costello
Avery Carroll
STARCoM
Exec VP-Exec. Dir.
VP-Acct. Dir.
VP-Acct. Planner
Exec. VP-Group Creative Dir.
Exec. VP-Digital Creative Dir.
Sr. VP-Group Creative Dir.
Sr. VP-Assoc. Creative Dir.
ou TSMART Mo ThER NATuRE
In a low interest, highly competitive and declining category how
do you grab the attention of consumers that are tuned out to
feminine care advertising and ultimately grow the Tampax Pearl
franchise? Although Tampax was the category leader since its
launch in 2007, it was leading a declining tampon category (3%
decline per year). It was apparent that there was a need to regain
leadership and fight back by differentiating the brand from the
competition and set a new course for growth.
ouR hEALTh CoNNECTS uS
Anthem Blue Cross and Blue Shield, the No. 1 health insurance
carrier, wanted to engage people with its brand. Success would
be demonstrated through a lift in brand engagement and funnel
metrics. The approach was a new take on health and wellness:
if people wouldn’t get healthy for themselves, would they do it for
those they care about? The big idea: Your health has an influence
on the health of those around you. The campaign drove a 10-point
lift in familiarity and purchase intent while exceeding microsite
visits and engagement goals.
