It’s Time to Get Social Without Fearing the FDA

This post originally appeared on PJA Bow + Arrow.

The FDA takes pharmaceutical social media regulation seriously. Zarbee’s Natural Children’s Cough Syrup recently found this out the hard way, when the FDA sent them a warning letter. Among Zarbee’s infractions Zarbees “liked” the following comment made on October 30, 2013: “Love Zarbee’s this is the only medicine we use for our 2 year old. Colds and congestion clear up in 2 days.” The FDA argues that liking this post is considered an endorsement.

It’s no wonder that fear of the repercussions for improperly handling social media communications has kept many pharmaceutical brands from actively engaging with patients.

Social media has historically felt off-limits to pharmaceutical companies.  Big Pharma did not want to touch the likes of Twitter and Facebook, where regulation from the FDA has been unclear and virtually non-existent. But now the FDA has cleared the way for social media usage with clear guidelines. These guidelines outline the proper use and behavior of pharma companies on the Internet.

What this means for your organization:


  • All information on your site must be monitored. Make sure you have a team to check the accuracy of information.
  • You’re not responsible for user-generated content, but you do have to pay close attention to third party sites. You’re responsible for anything on these sites over which you have influence or control.
  • If an employee acts on your behalf on a personal account, you’re responsible.Make sure that they know that they are a representative of the company and to act accordingly.
  • Thorough, accurate documentation is just as important as ever. You’re at fault if any inaccurate information comes out through your sponsored sites and communities.


Clearer guidelines ultimately mean it’s time to get engaged. The IMS Institute found that nearly half of the top 50 pharma companies are on social media, but few are interacting or engaging with patients. The companies that effectively engage early on will win huge kudos with their patients. With fewer regulatory hurdles, the first-mover advantage of interacting with patients far outweighs the risks associated with social media.

One of the problems that pharma companies face is that most pharma social media teams need training. Medtronic, a medical device company, made itself approachable by training their team to respond appropriately and establishing a presence on Twitter, LinkedIn, and YouTube. Their team continuously monitors social media and answers questions promptly and in a personal manner. The company now has 180,000 Facebook fans.

With the rising occurrence of patient complaints about pricing, dry drug pipelines, and demands for transparency, now is the time to (at the very least) become active on social media. According to Pew Research, seven out of ten adult Internet users search online for information about health. Social media allows you to remedy incorrect information and to become a part of the ongoing conversation about your brand. Participating in the conversation in the digital age will return some agency to the management of your brand.

Ad Professionals: Tips for Breaking into the Business

On my recent trip to New York to visit ad agencies, I heard from some incredibly talented ad people. Here’s some useful advice for entering the business:

What Makes a Successful Ad Person?

Noorin Bhanji, Account Executive for NFL at Grey NY, laid out the following characteristics of account people:

  • Know their client’s business
  • Able to set priorities, multitask and manage time
  • Proactive
  • Born leaders
  • Knowledgeable
  • Insightful (be strategic)
  • Resourceful/problem solvers
  • Able to work well in a team
  • Able to work well under pressure

Chris Wooster (@chriswooster), Executive Creative Director at McGarryBowen, had these tips for wannabe strategists:

  • Are digital
  • Think about connections (what target audience is/does)
  • Aware of trends and research
  • Solve problems
  • Creative in solving problems
  • Have a book or a Tumblr
  • Have stories about that work

For art directors:

  • Don’t waste time learning HTML or Flash, you’ll never be as good as actual coders

(Side note: Some might heavily disagree on this one, like Edward Boches (@edwardboches), Chief Innovation Officer at Mullen.)

  • Thoroughly know Photoshop/InDesign
  • Be mindful that you are most likely to get production work first
  • Be comfortable building online experiences
  • Study other work

For writers:

  • CDs look for concepts
  • No grammar typos EVER
  • Get good art directors to work your ad
  • Focus more online
  • Fight the fat in your writing (“as well as”=”and”)

What Do Ad Agencies Look for in Creative Books?

There’s no set answer on this. Every agency and creative director will think different. For example, Chris Wooster says this:

  • It must be online
  • 15-20 pieces max
  • Don’t have a clever theme/concept
  • Summarize the problem you’re solving
  • If you need to explain it, the ad is not done
  • More than one-offs
  • Clever use of media, not just words and images
  • Have some “cool” pieces and some that solve a strategic problem

Dennis Grealey, VP Creative Director at Publicis Kaplan Thaler, looks for a few specific things:

  • 5-7 pieces
  • The idea itself has to be good
  • Did the creative challenge themselves? Try something like a financial system
  • A diverse portfolio

Tips for Interviewing

Melissa Schulz, SVP, Global Group Account Director at Publicis Kaplan Thaler:

  • Any job can be relevant, even those not in advertising
  • Come to the interview with a solution
  • Ask questions that show your interest and leverage your skills, such as: What will I be doing? What kind of projects are you working on? What will my role be in the agency?
  • Dress to impress

Chris Wooster :

  • Keep your “talk” quick: 20 seconds a piece
  • Explain problem solved
  • Research agency interviewing with
  • Don’t look like a suit or a slob (dress to impress but not a full on suit)
  • Be engaging as we want to hire people we like
  • Following on Twitter is okay, but not LinkedIn or Facebook
  • Have a question or two on deck (What are you looking for out of this hire?)

Six New York Agencies to Watch AKA Jonathan Takes New York (Continued)

This is a continuation of my last post. In this post I highlight 3/6 of the ad agencies that I’m visiting this Spring Break:  Leverage Agency, OMD, and Firstborn.

Leverage Agency

Need a product showcased in a natural way on television? Want to make a sports sponsorship? Leverage is the place to go. They specialize in sports, entertainment and media marketing . They are all about product integration-making a product part of the show-and finding property (teams) that can fit a brand’s campaign.

The Leverage Agency was founded in 2005 in a NYC apartment. The Leverage team has since moved three times, progressively into bigger offices. The firm has now sold more than $100 million in sponsorships and has offices in 3 other cities throughout the world. In 2010, the Sports Business Journal recognized the Leverage Agency as a top 5 agency in sales, property, consulting, and client services.

If you watch Jimmy Kimmel Live! you frequently see Leverage at work. They have sold branded integration for everything from KFC to Dyson Fans. The beauty of this work is that it often does not seem like advertising or marketing, as the products usually appear in the form of a skit.

Of particular interest to me is Leverage’s founder, Ben Sturner. Sturner is a Boston University College of Communication graduate. He started at Lycos, where he worked on endorsement deals with John Elway and Mark McGwire for an integrated national advertising and promotional campaign. I can’t wait to hear and trace Sturner’s story from his time at BU to the CEO of a major marketing company. It will really put my own journey into perspective.

In the news: Sturner recently returned to BU to discuss sports marketing. In January, the Ivy League Office announced a partnership with Leverage.

Some clients: EA Sports, Top Rank Boxing, The Basketball Hall of Fame, Reddit, Anheaser-Busch.

Campaign highlight: Leverage recently took up the mammoth task of PR for H+M’s SuperBowl ad featuring David Beckham. They were directly responsible for an overall 1.2 billion media impressions.



The OMD network, a part of the Omnicom Group,  is the result of the unification of BBDO, DDB, and TBWA media operations. They are the the media planning and buying wing of Omnicom. They have several divisions that specialize in different areas of planning. Optimum Sports, for example, manages branded content.

At first it’s really tough to decipher the specifics of what is going on in the OMD network, only because it is so large. In fact, OMD North America is the largest media network in North America. It’s highly effective, earning more media lions last year than any other network. OMD North America also won Advertising Age’s 2011 media agency of the year.

Under CEO Page Thompson, OMD North America has added $8 billion in business since 2005.

I’m looking forward to seeing what goes on behind all these awards. With mobile being such a hot, fast-moving  topic, I really want to hear about Airwave, the segment of OMD that handles integrating mobile into campaigns. I’d also like to hear some examples of OMD’s Social media solutions. How do they handle something that basically requires a 24/7 response?

In the news: Big surprise, OMD is highly competitive.

Some clients: Nissan, the CW, Frito Lay’s, Intel, GE.

Campaign highlight: GT Academy USA

How do you sell your car to millennial? Put it in a video game, of course. Give  us a  chance to interact with the car. Better yet, give us a chance to compete to become a real race car driver. The result? A 31% increase in engagement with the Nissan brand, of course.


My trip to New York City wouldn’t be complete without a visit to a well-known digital agency. Who better than Firstborn, the UX masters? This agency, which  has been around since 1997, has been highly successful and has still remained independent.

Several agencies rely on the digital expertise of Firstborn. For example,  Goodby, Silverstein & Partners and Fallon have used them in the past.  They create digital applications-anything from product launch websites to CRM tools.

I’m trying to (find the time to) learn the basics of how to code. I wonder what level of expertise in coding it helps to have if you aren’t a designer, but a copywriter or a strategist.

Some clients: Redken, Sobe, Fidelity, Sony, Wrigley.

In the news: Eugene Chung, director of strategy,  was named in Forbes 30 under 30. The UNIQLO Dry Mesh project, a Pinterest experiment was also featured in the same publication as one of the most unforgettable ad campaigns of 2012.

Campaign highlight: Cadillac ATS Vs The World is certainly up there with Bear 71 as one of my favorite interactive experiences from last year.  Fallon’s trip around the world is mesmerizing on its own,but Firstborn really made the experience shine. I’ve seen a several uses of parallax scrolling in sites, but few as successful as this one.


Experience it here.

Six New York Agencies to Watch AKA Jonathan Takes New York

I’m  visiting six leading NYC ad agencies with Boston University this Spring Break: Grey, mcgarrybowen, Publicis- Kaplan/Thaler, Leverage Agency, Firstborn and OMD. And I figured I’d take the opportunity to highlight what I found out about each agency before the trip.

If I did all six at once, the post would be overwhelming, so I’m breaking it into two parts. In this post I’ll highlight Grey, mcgarrybowen and Publicis Kaplan/Thaler. Next post I’ll highlight Leverage Agency, Firstborn and OMD.


You might remember Grey as the agency Duck goes to in Mad Men or for the E*TRADE baby.  But it has so much more than that going on.

Grey, part of WPP, is a historic agency known for inventing psychographics and for launching the first global advertising campaign with Revlon. In reflection of their history, Grey’s slogan is “famously effective since 1917.” Today,  the Grey Group consists of a global network of 432 offices in 154 cities.

Last year appeared to be  one of Grey’s most successful. They won several Cannes Lions. Grey NY particularly won big for their Direct TV Campaign and their Febreeze campaign. They also were successful in 21 out of 23 of their pitches under CMO Michael Houston, a pretty good track record if you ask me. Their success won them back previous clients Allergen and Pfizer.

One thing I wonder about Grey is how their sub-brands function in relation to the rest of their network. The offices of Wing, a hispanic focused agency,  and G2, an activation agency, are both located in the same building as Grey NY. Do they function as truly independent entities?

In the news: They’ve managed to  keep Pringles, a long standing client. There are rumors that  G2 and Ogilvy Action (both part of WPP) might merge.

Some clients: Pfizer, E*TRADE, Playtex, Canon, Mars.

Campaign highlight: There’s a reason why the Febreeze “Breathe Happy” campaign has taken several awards. Our preconceived notion of what a smelly place looks like lends itself wonderfully to a product demonstration. I can’t get the image of those sweaty Azerbaijani wrestlers, and their dirty jockstraps, out of my head.


This agency has been snapping up a lot of talent from Wieden+Kennedy. Kevin Chesters  just joined the company as executive planning director and creative duo Paul Jordan and Angus Macadam are already on as joint executive creative directors.

McGarryBowen was founded in 2002 by John McGarry, former president of Y&R, and by Gordon Bowen, famous for his “Chase Freedom” campaign, which was behind the most successful credit card launch ever. Once one of the largest independent ad agencies, McGarryBowen is now part of the Dentsu network. However, its 5 offices continue to operate independently.

The McGarryBowen website says that they are a lean, service-focused agency. They are committed to creating “work that works.” They focus on business solutions and getting results. I guess the proof, as they say,  is in the pudding, as they have been awarded agency of the year on several occasions.  In fact, they are one of the rare agencies to be named agency of the year in both Advertising Age and Adweek in the same year.

Their office, the Starett-Lehigh Building, features the largest outdoor space of any ad agency in NYC. It looks really sleek in the photos and I’m really excited to see inside.

In the news: Besides the fact that Kevin Chesters just switched to McGarryBowen, there’s also been a lot of coverage on their “Miracle Whip Open Mouth Anthem,” which challenges consumers to keep an open mind about Miracle Whip.

Some clients: Verizon, Marriott, Chase, Crayola, Reebok.

Campaign highlight: The Reebok “Live with Fire” campaign is a powerful piece that exemplifies the upbeat nature of  McGarryBowen creative.

Publicis Kaplan/Thaler

 Kaplan/Thaler was founded in 1997 with just 6 people in a brownstone apartment in NYC. As seen in their name, it is now part of the French media conglomerate Publicis. Kaplan/Thaler is all about change; they want to help their clients be the ones to lead change, rather than follow in the footsteps of other brands.

The group is perhaps best known for creating the Aflac duck, Charmin “Sit or Squat“,  and for their Swiffer Sweeper campaigns. But what I really like about them is their creative use of installations in urban environments.


When I visit, I want to know how a term that Kaplan/Thaler coined, “brandvocacy,”  drives the strategy/creative behind their campaigns. The agency was  ranked as one of Advertising Age’s best places to work last year. I wonder what in their culture makes that happen.

In the news: Creativity recently highlighted their Citi Snow Globe installation in Bryant Park. They’ve also garnered tons of impressions with their campaign about the injured Aflac Duck. After the first ad ran, 30,000 people sent the Duck get well cards.

Some clients: Ad Council, Aflac, Crest+Oral B, Hilton, Continental.

Campaign highlight: There were tons of great, effective campaigns posted on the Thaler/Kaplan site. It was really hard to choose only one. Ultimately, I chose the Hilton Honors campaign, simply because it is a campaign that has not been talked about enough. Check out the print ads as well.