Here’s something I’ve always believed and now can prove: creative is up to 4 times more important than your media plan.
A recent comScore ARS study shows that 52% of shifts in brand sales are attributable to the quality of creative, making creative far and away the single most important driver of sales change. And when you pair superlative creative with a cohesive marketing plan, it’s victorious.
All the more reason to banish mediocre creative forever — particularly unimaginative, uninspiring, and undifferentiating “any-brand-can-really-go-here” creative.
Brands, like people, get more people to love them when they have attractive personalities. Have you seen Nissan’s TV spot for its new electric car? When that cuddly polar bear hugs the guy, it nearly brought me to tears. Really. I adore the bear, I love Nissan, and I embrace everything the Nissan Leaf stands for.
Pharma advertising can — and should — elicit that same kind of emotional response. Don’t settle for anything less.
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Ken is a great deal more than just the president of a medical communications company. He is something of a hybrid. He’s part marketing manager, part creative director, and part copywriter. To the chagrin of his peers—but to the delight of his clients—Ken is a consummate perfectionist. As a former creative director for a high-end consumer agency, he challenged his creative teams to go beyond the mundane to produce work with real creative impact, something he’s just as fervent about today. From producing and directing TV commercials, to launching DTC and Rx-to-OTC switches, Ken brings his clients a world of experience in OTC pharmaceuticals as well as business, lifestyle, and high-end consumer products and services. Whether huddled with clients behind a mirror in a market research center in Houston, facilitating a strategic workshop in Madrid, or developing a global campaign either in the New Jersey or California office, Ken is always fully engaged, bringing “bestness” to all areas of his hectic but full life.
