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Ruder Finn

Company: Ruder Finn, New York, New York

Company Description: Ruder Finn is a global communications consultancy committed to creating demand for our clients' products and services in the marketplace through strategic, innovative and creative positioning solutions.

Nomination Category: Advertising

Nomination Sub Category: Best Radio Ad Campaign

 

Nomination Title: Stories of Hope

 

   1. The date in 2005 on which this nominated campaign was first run, aired, or otherwise made public:

 

January 1, 2005

 

   2. Briefly describe this entry’s communications objectives and how it met those objectives (up to 100 words):

 

In today’s cluttered media, the best campaigns are those with stopping power.   Amid the overwhelming hostility towards Big Pharma, Novartis’ radio campaign caught the attention of listeners and positively distinguished Novartis from its competitors as smart, innovative and responsible.  By using patients’ own “stories of hope” – their lives, their words, in their voices – these 60-second narratives about overcoming serious illnesses showed key audiences that Novartis wasn’t just any drug company.  The advertisements, airing on drive-time shows and classical-music stations across the Eastern seaboard, created favorable emotions towards Novartis in the hearts and minds of physicians,

researchers, politicians and peer executives.

   3. List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

 

Advertising Agency/City: RUDER FINN, NYC

Client: NOVARTIS CORPORATION

Art Director: N/A

Cinematographer: N/A

Creative Director: MICHAEL SCHUBERT

Designer: N/A

Director: N/A

Illustrator/City: N/A

Music Producer/City: N/A

Photographer/City: VARIOUS

Printer/City: N/A

Producer: N/A

Production Company/City: N/A