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AbelsonTaylor's "Your Bowel Movements Miss You" Campaign Pitch for AmitizaPosted: November 10, 2007AbelsonTaylor's "Your Bowel Movements Miss You" Campaign Pitch for Amitiza Fails to Move Takeda. AbselonTaylor (AT), the ad agency responsible for the innovative and multi-award winning "Your Dreams Miss You" Rozerem DTC campaign (see here, here, and here), failed to move Takeda with a similar advertising plan for Amitiza, the Japanese drug company's anti-constipation medication. According to an inside source speaking anonymously to this reporter, AT's failed pitch revolved around the theme "Your Bowel Movement Misses You "Your Dreams Miss You" made famous by the ," which is reminiscent of the tag lineRozerem campaign that feature dream images of Abe Lincoln, a beaver, a deep sea diver, and a purple pony (not all in the same dream). This reporter was able to obtain a copy of a print ad storyboard that AT presented during the ill-fated Amitiza pitch. To see the storyboard and read more about this failed pitch, see today's post to Pharma Marketing Blog. For more posts in related topic areas, see: If you wish to receive notice by email whenever a post is made to Pharma Marketing Blog, please subscribe.
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Special Supplement Direct-to-Consumer Advertising Volume Two: DTC in the New Era 
DTC advertising is set for major changes in light of public criticism, but also in reaction to the changing reality of the marketplace where there is less need for a one size fits all solution. DTC must evolve and marketers must pay more attention to measuring and improving its effectiveness. Otherwise, billions of dollars will continue to be wasted. This volume is devoted to DTC best practices with a focus on techniques for improving DTC efficacy and return on investment, which is generally considered to be declining.
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