Ther-Rx Corporation was only marketing Encora – a multivitamin and nutritional supplement – to the doctors who may or may not prescribe it. What about speaking directly to the women over 35 who need to take it?

Client: Ther-Rx Corporation
Agency: Saatchi & Saatchi Consumer Healthcare – Glow Worm

Feeling shame and adopting closed body language is common to many who suffer with chronic idiopathic urticaria (CIU, or chronic hives with no known cause); they try to hide their hives and minimize their physical interactions. Here we developed a campaign that features striking visuals to reflect this coping strategy, coupled with encouraging XOLAIR copy that offers a freeing alternative.

Clients: Novartis and Genentech
Agency: Geometry Global

For decades, Canadians had been earning paper Canadian Tire Money with their purchases at Canadian Tire stores. Then the Canadian Tire Options MasterCard came along and enabled customers to earn electronic Canadian Tire 'Money' On the Card, even at stores outside Canadian Tire. We jumped at the opportunity to spread the word about this loyalty program update and increase usage of the Canadian Tire Options MasterCard.

Client: Canadian Tire Financial Services
Agency: Brann Worldwide

This is one of several 4-page consecutive print ads I wrote for IBM. By showcasing IBM products and benefits one print ad at a time (in appropriate trade magazines), we built a compelling brand story – supported by punchy headlines and hard-hitting copy – around the value, customization, power, and winning features that only IBM in 2001 could promise to deliver.

Client: IBM Worldwide
Agency: Brann Worldwide

This animated page-turning online story narrated by the Guinness Brewmasters – with each natural ingredient of Guinness a vital character – was developed to remind Guinness 1759 Society members that the quality Guinness they enjoy so much is the very same Guinness that Arthur Guinness first brewed 258 years ago. They were then invited to make their own Guinness and enter a sweepstakes for two to the Guinness Storehouse in Dublin.

Client: Diagio
Agency: Euro RSCG

Awareness of allergic asthma was low. This unbranded XOLAIR microsite, arrived at from print ads and banners, featured campaign creative on the homepage and offered a free information kit. A fun and engaging highlight of the site was the Allergic Asthma Awareness Wall – where allergic asthma patients could select and create their own allergen “trigger badges”, then post them on social media.

Clients: Novartis and Genentech
Agency: Geometry Global

I was assigned the significant task of writing the XOLAIR HCP website. (Please note, the HCP campaign featured on the homepage was developed by RevHealth). My role involved researching allergic asthma and working closely with the creative leads, UX team, account and strategy. While the website design has changed and evolved since the site first went live, much of my initial research and content has been maintained.

Clients: Novartis and Genentech
Agency: Geometry Global

A motion-graphics pre-roll video from Gardasil-manufacturer Merck documented a real-life account of just how devastating it can be when HPV turns into cervical cancer. It also had the potential to leave young women viewers feeling vulnerable and anxious. Thus this “Why Risk It” companion banner and interstitial page were developed to help bridge their user experience to HPV.com – empowering them with the understanding that although there is a risk that comes with HPV, there’s also something they can do about it.

Client: Merck
Agency: RAPP

Lower cholesterol is an attainable goal with prescription ZETIA. So capturing consumer attention with scannable text and interesting graphics was our goal when developing these ZETIA banners concepts.

Client: Merck
Agency: RAPP

This free information kit was offered on the XOLAIR unbranded microsite for allergic asthma. Inside: patient tools (a peak flow meter and symptom tracker) and a brochure that mirrors a key feature of the microsite called the Allergic Asthma Awareness Wall.

Clients: Novartis and Genentech
Agency: Geometry Global

We revamped the XOLAIR allergic asthma CRM program in 2015. The new program we developed, Support for You, leverages learnings gleaned from XOLAIR patients since 2003. This second DM adherence touch was designed in response to their requests for more practical and emotional support – hence this high-end sturdy folder for patients to keep XOLAIR paperwork all in one place. Also included: personal touches like “hand-written" notes to convey warmth and connection, plus a 4-month progress tracker filled with tips and testimonials to help patients stay motivated as they wait to discover if XOLAIR is right for them.

Clients: Novartis and Genentech
Agency: Geometry Global

When XOLAIR for allergic asthma was approved to also treat chronic idiopathic urticaria (CIU), we created CIU materials to align with the existing allergic asthma program, Support For You. Mutual to both programs: high-end packaging elements with a homemade feel, personal touches for a feeling of warmth and connection, and practical information and guidance. This Welcome Kit, integrated with the CIU consumer print campaign and XOLAIR YouTube channel FacingCIU, includes an encouraging letter and a CIU patient treatment guide.

Clients: Novartis and Genentech
Agency: Geometry Global.

This compelling full-line brochure and loyalty offer was created to entice current Volvo owners to consider (and ultimately buy) a new Volvo.

Client: Volvo
Agency: Brann Worldwide

“Fusion” – Fleet’s first smart card (with a 32K microchip) – promised an altogether new credit card experience. The idea behind "Will that be cash or Fusion?" was to make the regular credit card obsolete. Introducing Fusion to consumers called for testing three different primary messages: empowerment, security, and shopping.

Client: Fleet Credit Card Services
Agency: Brann Worldwide

To help Merck improve patient adherence across its brands, we created this Adherence Navigator for doctors. It educates about the prevalence and impact of non-adherence, and help them address their patients’ primary adherence concerns – Commitment, Concern, and Cost – with effective tools like the Merck Adherence Estimator and Teach-Back Technique.

Client: Merck
Agency: RAPP

MS patients are typically given too much information to digest upon diagnosis. This Decision Kit from Novartis prioritizes, organizes, and filters both disease-state information and EXTAVIA product information to make their decision process easier. It also incorporates certain focus-group findings we learned were helpful for people with MS, like large font, heavy-stock paper, and an audio version of the kit on DVD. (Please note, this work got to mechanical stage but was not produced.)

Client: Novartis
Agency: Ogilvy Healthworld

Allergic asthma is asthma that’s triggered by allergens such as pet dander and dust. This treatment guide incorporates the latest (and current) XOLAIR DTC campaign we developed for Novartis as well as a new pediatric indication. XOLAIR was first approved in 2003 to treat moderate-to-severe allergic asthma in adults and adolescents age 12+. In July 2016, the indication was expanded to include children 6-11 years old.

Clients: Novartis and Genentech
Agency: Geometry Global

What young woman doesn't reach for a fashion magazine? That's the idea behind these quarterly in-office mini-magazines for Gardasil. Their fashion look-and-feel was designed to cut through waiting-room clutter and capture the attention of young women about to see their doctor – putting the risks of HPV top-of-mind right before they're called into their appointment. True stories from real cervical cancer survivors were featured to add urgency to consideration and to offset any anxiety with hope.

Client: Merck
Agency: RAPP

Here are a few awareness/testimonial videos I did for the XOLAIR YouTube channel Facing CIU, now housed on XOLAIR.com. Enjoy.

Clients: Novartis and Genentech
Agency: Geometry Global

Client: Sanofi-Aventis
Agency: Havas Health & You

This storyboard was presented to King Pharmaceuticals as a concept for a :30 DRTV spot that would air during the Super Bowl. Altace treats high blood pressure and cardiovascular disease. Viewers were directed to the website http://www.beatyourrisk.com to answer a six-question quiz to help assess their chances of a heart attack or stroke.

Client: King Pharmaceuticals
Agency: Saatchi & Saatchi Consumer Healthcare – Glow Worm