Gold Quill Award-Winning Case Study: The World’s Most Uncomfortable Bed

How do you market a product and raise awareness of a disease when direct advertising of a product is not allowed? Learn about a creative, quirky and thoughtful campaign that used a multi-touchpoint strategy and personal stories to get the message heard. Working with Sanofi-Genzyme, Edelman Canada used effective communications to elevate the patient voice, reverse stigma and create a supportive environment for people with atopic dermatitis (AD). A memorable feature of the campaign: to show what having AD was really like, they let patients’ loved ones spend an unforgettable night in the World’s Most Uncomfortable Bed.

Format: Presentation
Track: Marketing and Brand

Presenter / Andrew Simon With an MBA from the J.L. Kellogg Graduate School of Management, Simon is anything but the typical chief creative officer. He began his career in the US at JWT New York and Saatchi & Saatchi Los Angeles. In 2001, he moved to Toronto to join DDB, eventually rising to the role of executive creative director. In his nine years at the agency, DDB was named Strategy Magazine’s Agency of the Year an unprecedented five times and Canada’s most creative agency six times, winning at the One Show, Cannes, and Clios. In 2013, Simon joined Cundari as chief creative officer, leading the agency to win numerous international awards including the LIA’s and ADCC and to be shortlisted for Digital Agency of the Year. He joined Edelman in September 2015 and most recently led the agency to be named Strategy’s PR Agency of the Year as well as earn the first Cannes Lion ever awarded to a Canadian PR agency.

Presenter / Dana Singleton develops and executes integrated communication strategies for health clients across Canada. Specializing in client strategy, she focuses on building relationships with media, key opinion leaders, patient advocacy groups and scientific experts to ensure balanced media coverage of scientific and medical issues with aligned communication to policymakers and the public. As an account lead, Singleton focuses on bringing the right Edelman experts to the table at the right time to address clients’ needs and exceed expectations. She has over fourteen years’ experience working with a diverse portfolio of clients, including Janssen, Sanofi-Genzyme, Eli Lilly, Merck, Otsuka, Takeda, and the PKD Foundation of Canada.