MAM
JWT’s ‘Make Every Yard Count’ leads at Spike Asia
MUMBAI: At the Spikes Asia Festival of Creativity 2014, Indian entrants won four Gold, nine Silver and 32 Bronze Spikes. JWT India’s ‘Make Every Yard Count’ for Nike bagged two Golds, one each in the Film and Film Craft categories. Bagging two Gold, two Silver and five Bronze Spike trophies, JWT emerged as the winner amongst the Indian entrants, this year.
PHD India and Lowe Lintas received a Gold each for Kan Khajura Tesan (HUL), in the media and mobile categories, respectively. Ogilvy & Mather India bagged a trophy for its entry ‘The Good Road’, for Castrol Activ/Bengaluru Traffic Police in the Innovation Spikes category.
The winners were declared in Singapore on 26 September, the final day of this year’s event. The Indian winners are listed below, by category.
Branded Entertainment
Two Bronze Spikes were won by JWT’s ‘Make Every Yard Counts’ for Nike and ‘Kan Khajura Tesan’ entered by Lowe Lintas, PHD and Ozontel, for Hindustan Unilever.
Design
Two Bronze wins again. One by DDB Mudra’s campaign ‘Identity 1, Identity 2’ for Volkswagen and the other by BBDO India for Visa’s ‘Dream2Advance’.
Digital
Ogilvy & Mather bagged a Silver Spike for The Akanksha Foundation’s ‘Message Barter’.
Direct
Ogilvy & Mather’s ‘Message Barter’ received a Silver along with Visa’s ‘Dream2Advace’ by BBDO taking the count to two Silvers.
McCann Worldgroup India and Cheil Worldwide India won two Bronze awards each for ‘Share my dabba’ and ‘The Light Bag’ respectively. Havas Worldwide India also bagged a Bronze for ‘No Child Brides’, for Child Survival India.
Film
JWT’s ‘Make Every Yard Count’ for Nike received a Gold while Bronze went to Ogilvy & Mather for ‘Google Reunion’.
Film Craft
Besides a Gold, ‘Make Every Yard Count’ for Nike by JWT also acquired two Silver trophies.
BBH India won two Bronze Spikes, one each for Skoda India’s ‘Hydrant’ and ‘A Family Story’.
Innovation
Ogilvy & Mather secured one for ‘The Good Road’ campaign for Castrol Activ/Bangalore Traffic Police.
Media
PHD India landed a Gold and a Silver for Kan Khajura Tesan (HUL).
22Feet Tribal Worldwide earned a Bronze for ‘Push the Pin’, for Tata Global Beverages (Media agency: Maxus Bengaluru).
Cheil India collected a Bronze for work on Halonix – the entry ‘The Safer City’.
McCann scooped a Bronze for ‘Share My Dabba’.
Vizeum’s entry for MTV also took home a Bronze trophy.
Mobile
Kan Khajura Tesan entered by Lowe Lintas and Partners in this category bagged a Gold award.
Outdoor
Grey received two Bronze awards for work on Duracell – one for the entry Torch ‘Squeeze’ entry, and the other for the campaign (Choo-Choo, Remote Control, Camera)
McCann won a Bronze for the campaign on Big Babol (Tangerine, Mango, Pear).
JWT’s campaign for Godrej Security Solutions (House, Antique Store, Music Store) also secured a Bronze.
Cheil India received a Bronze for ‘The Light Bag’, for Salam Balak Trust.
PR
Ogilvy & Mather acquired two Silver – one each for The Akanksha Foundation (Message Barter) and Road Safety Awareness (The Seatbelt Crew, for Channel V).
BBDO obtained a Silver too, for ‘Illegal Sand Mining’ for client Awaaz Foundation.
McCann won one Bronze for its Big Babol series, while Grey bagged one for the Duracell campaign.
A Bronze went to DDB Mudra Group for work on Future Group, a campaign comprising entries ‘TV Unit’ and ‘Dining Table’ for Hometown Retail.
Print & Poster Craft
DDB Mudra bagged a Bronze in this category for its campaign for Volkswagen (Identity1, Identity2).
Promo & Activation
JWT received three Bronze for the Nike ‘Make Every Yard Count’ film.
BBDO’s ‘Dream2win’ won two Bronze awards.
Geometry Global was awarded one Bronze for Lifebuoy Hand Pump (HUL).
Radio
Ogilvy & Mather acquired a Bronze for Mumbai Police’s ‘The Train’ entry, India’s lone metal in the category.
Brands
Bayer sues Johnson & Johnson over prostate cancer drug advertisements
Legal dispute begins as Bayer claims rival marketing is based on flawed data
NEW YORK: Bayer has filed a federal lawsuit against Johnson & Johnson (J&J) in New York, alleging that the American pharmaceutical company has used false and misleading advertisements to promote its prostate cancer treatment, Erleada. The dispute centres on claims that Erleada is significantly more effective than Bayer’s competing drug, Nubeqa.
The legal action follows a J&J marketing campaign that cited a 51 per cent reduction in the risk of death for patients using Erleada compared to those on Nubeqa. Bayer contends that these figures are based on a study with severe methodological errors rather than a controlled clinical trial.
Bayer’s legal team argues that J&J’s real-world analysis is fundamentally flawed. According to the complaint, J&J claimed to have 24 months of patient data supporting its conclusions, even though many patients included in the study had reportedly been on the medication for only a few months, raising concerns about the reliability of long-term survival comparisons.
The lawsuit also highlights what Bayer describes as a critical approval gap. For most of the period analysed in J&J’s study, Nubeqa had not yet been approved for the specific indication being evaluated, which Bayer argues makes a direct clinical comparison inappropriate and potentially misleading.
Additionally, Bayer contends that the study suffered from significant sample imbalance. The analysis reportedly included five times as many Erleada patients as Nubeqa patients, a disparity that Bayer says introduced statistical bias and undermined the validity of the findings.
Bayer is pursuing the case under the Lanham Act, the U.S. law governing false advertising and unfair competition. The company is seeking an immediate halt to J&J’s current marketing campaign and is asking the court to require corrective statements to physicians to address what it characterises as inaccurate claims.
Furthermore, Bayer is seeking monetary damages, arguing that the alleged misleading advertisements have resulted in lost revenue and reputational harm to Nubeqa.
Johnson & Johnson has responded by stating that it stands by the integrity of its data and the rigour of its analysis. The case will now proceed through the U.S. District Court for the Southern District of New York.
