A great year-end for LXB!The year 2005 ended with a bangfor LXB Communication-Market-ing with the addition of severalnew clients and mandates:• Adecco for its annual
communications andadvertising campaign.
• Carrefour Richelieu for itswinter sale campaign.
• Maison des Futailles for itsOlé! Sangrita promotionalcampaign.
• Omega Laboratories for theircommunication toolspertaining to industry-tradeshows.
• CMHC as one of the threeofficial advertising agenciesfor the province of Québec.
• SITQ for its annualpromotional campaign for theWorld Trade Centre Montréal.
• Régie des marchésalimentaires et agricoles duQuébec (AgriculturalMarketing Board) for itscommunication plan.
“With such a great year-endunder our belt, it is with muchmore enthusiasm and inventive-ness that the teams from our twooffices will take on the challengesof 2006,”, confirmed Marc Lac-roix, President and CEO of LXBand Paul Bergeron, ExecutiveVice-President and General Man-ager of LXB’s Montréal office.
LXB hand-in-hand withthe Hôpital du Sacré-Coeur de Montréal
The Hôpital du Sacré-Coeur de Montréal has chosenLXB Communication-Marketing for the developmentof its major fundraising campaign, under the theme:Help us take care of you.
“The main challenge of a fundraising campaign isto arouse interest towards the cause and to encouragedonors to participate. Considering the variety of tar-get groups – hospital's employees and physicians,large companies, general public, etc. – it becomeseven more important to develop the communicationaxis and the campaign's different elements with asmuch cohesiveness as possible. We also have to takemaximum advantage of other medias involved in thiscause," adds Marie-Ève Pallascio, Account Directorat LXB.
“The campaign was developed around the theme"Help us take care of you". It perfectly describes theFoundation's mission and is an excellent steppingstone for the various campaign elements such as tele-vision, newspaper, magazine, exterior billboard,leaflets and brochure as well as for the hospital'sinternal campaign" confirms Pier Lalonde, CreativeDirector-Montreal at LXB.“[Illustrating] the hospital's needs, [our ads] reallyhelped us to present a simple, direct, and memorablecampaign." concludes Martin Dessureaux, Senior ArtDirector at LXB.
Canadian Pharmaceutical Marketing / February 200650
Ad Agency News
TThe Gibson Groupawarded three newproduct launches
The Gibson Group has been awarded three newproduct launches in their consumer health andwellness division.
Jenex Corporation, the company that isbringing to market the first cold sore preven-tion device, inceptCS, has awarded agency ofrecord to the Gibson Group. The product isscheduled for a March 2006 launch. With 25%of Canadians suffering from cold sores,
interceptCS has the potential to revolutionaizehow cold sores are treated.
Apollo Pharmaceuticals has also broughtthe Gibson Group on board for the launch oftheir OTC psoriasis product Reliva.
Sunstar Butler (G.U.M. brand) has hired theGibson Group for their over 15 years of exper-tise in healthcare marketing. Keep an eye outfor their up-coming oral care product launch.Each of the above cmpanies will take advan-tage of the Gibson Group’s expertise workingwith consumer media, trade and healthcareprofessionals.
GGallant Leaman GreenCommunicationswelcomes CARO asits newest client
Gallant Leaman Green Communications wel-comes The Canadian Association of RadiationOncology (CARO) as its newest client. Followinga strategic pitch, GLG was selected to spearheadtheir internal and external communication initia-tives, beginning with a full re-branding of theorganization.
Incoming president of CARO,Dr.TomPickles,a radiation oncologist with Vancouver’s BCCancer Agency, relayed that the team was veryimpressed with the level of interest, passion andexpertise that GLG brought to the table. “We havecome to an important turning point in our organi-zation, where it became crucial for us to partnerwith experieced marketers in order for us to real-ize our short- and long-term objective. GallantLeaman Green demonstrated to us that they wereprecisely the right fit.” he said.
Lesli Green, partner at GLG and long-standinghealth-care industry marketer, expressed pride atthe prospect of working with the nation’s key
opinion leaders in order to raise national aware-ness of CARO and the issues surrounding accessand optimal patient care. “We are thrilled to workwith this highly respected team and to enhancetheir current offering with our full-service capa-bilities—ultimately to the benefit of the medicalcommunity, and patients thereby.”
Radiation therapy is currently used in up to50% of all cancers as an effective intervention andtreatment. However, increases in patient numbersand shortages of key personnel (radiation oncolo-gists, therapists and medical physicists) coupledwith requirements for replacing and updatingradiation equipent have led to significant issuesregarding access and wait times across the coun-try. As the official voice of radiation oncology inCanada, one of CARO’s key priorities is to effec-tively address these concerns with a strong, uni-fied voice.
Following the announcement of the agencyselection at the Annual Geeneral Meeting inVictoria, BC, GLG will officially begin work onthis two-year mandate.With a proven track recordof success on some of the nation’s most importantbrands, Gallant Leaman Green brings together apotent blend of marketing knowledge, strategicinsight and creative thinking in a uniquely seam-less and effectiveway across the spectrumof com-munications.
Canadian Pharmaceutical Marketing / February 200652
LLXB speaks from theheartAs a voluntary partner and front line contributor,LXB Communication-Marketing proudly handedout a symbolic cheque for $250,000 to the maindirectors of the Fondation de l’Hôpital du Sacré-Coeur de Montréal.
“The Foundation’s cause is dear to our heartssince the beginning. Because of this, managementat LXB pledged its support by offering its servicesto promote the campaign. Our involvement/invest-ment goes from the strategic development of com-munications to the tactical actions on a five-yearperiod,” explains Marc Lacroix, President andCEO of LXB.
“To be able to count on a team such as LXB’s isa major asset for the Foundation. Their compre-hension of the stakes at hand, their devotion to ourcause and the deployment of all their resources areclosely linked to the success of our fundraising.Anamount of $35 million seems a far-reaching goal,nevertheless it reflects the reality the Fondation de
l’Hôpital du Sacré-Coeur de Montréal faces if it isto offer the quality of medical care that citizenshave the right to expect,” adds Mario-OlivierMassie, President and General Manager of theFoundation.
Apart from the creative aspects intended for thegeneral public (TV, exterior advertising, newspa-per and magazine), the amount of $250,000 donat-ed to the Foundation represents our involvement inall levels of its promotional activities.Whether it isstrategy, event planning, such as the annual gala“Rendez-vous” or the participation in differentcommittees, our commitment to-wards this impor-tant organization is unequivocal: we will support ituntil the goal’s last penny has been received” con-cludes Paul Bergeron, Executive Vice-Presidentand General Manager at LXB’s Montréal office.
The major fundraising campaign of theFondation de l’Hôpital du Sacré-Coeur deMontréal, designed and realized by LXB, is sup-ported by the presence of its official spokesperson,Mr. Guy Mongrain. The campaign can also counton important business players such as Mr. LinoSaputo and Ms Paule Doré.
Richard Patterson new Managing Director, Publicis
Appointment
Publicis WellCare takes plea-sure in announcing thearrival of
Mr. Richard Patterson asManagingDirector and Director of BusinessDevelopment, based inMontreal. Richard comes to uswith 15 years of experience inthe pharmaceutical industry onboth the client and agency sidesof the business. He has spenttime developing continuing
medical education programs for doctors acrossCanada; he has also developed high profileadvertising campaigns for major prescription
brands in North America and, recently, in Asia.Richard's addition to our WellCare team will
strengthen our existing offering and reinvigo-rate our commitment to high-quality service forour current clients. His broad range of industryexperiences will also provide us with newopportunities to demonstrate our agency’sstrengths in strategy, creativity and implementa-tion.
Yves Gougoux, Chairman and CEO, PublicisWellCare CanadaSerge Rancourt, President, Publicis WellCareCanada
RichardPatterson
Ad Agency News
Canadian Pharmaceutical Marketing / February 200654
PPhase V Continues to Grow withJohnson & JohnsonPhase V Communications, the Montreal arm of Grey Healthcare Group, proudly welcomes the Ethicondivision of Johnson & Johnson to its roster of clients. The Ethicon business is principally focused ondeveloping and marketing surgical products in a variety of medical specialties. Given the existing assign-ments within a number of Johnson & Johnson family of companies (J&J, McNeil and Janssen Ortho) thisnew business demonstrates J&J’s continued confidence in Phase V.
CCundari IntegratedAdvertising Named AORfor CosmeceuticalBrand Modèle™Cundari Integrated Advertising todayannounced that they have been named theAgency of Record for NSP Pharma’s (TSXV:NSP) mandate for its Modèle line of cosme-ceutical skin care treatments. Toronto-basedCundari was chosen after an extensive com-petitive review process that included severalagencies.
Cundari will support the market launch ofNSP’s anti-aging skin treatments line withstrategic planning and brand positioning. Theprogram includes advertising, direct mail, pro-motions as well as in-store programs.
bbMod Awarded BayerBusinessAfter participating in a competitive pitch with8 agencies, bMod Communications has beenretained by Bayer Inc., as Agency of Recordfor Adalat XL and Prandase.
