MPA KELLY AWARDS

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The Martin Agency, Richmond, Va.

Amgen Inc.

Creative Director: Mike Hughes

Creative Director/Copywriter: Ron Huey

Art Director: Mark Fuller

Photography: William Coupon, Santa Fe

When Amgen took to the delicate task of advertising its drug Neupogen, which helps chemotherapy patients, it enlisted the help of Martin Agency to go about it gently.

"This campaign has been unlike any other advertising assignment I've ever worked on," says Ron Huey, creative director and copywriter. "It has been the hardest but the most emotionally rewarding."

Dominating one of the campaign's two ads is a photo of a young girl with her mother, who's undergoing chemotherapy. Underneath is the tag, "The horror stories you've heard about chemotherapy are true. They're also a decade old." And in smaller type surrounding the photo and caption is a description of Neupogen and how it can aid in maintaining white blood cells during treatment.

This campaign had to go through an approval process not just within the agency or the client but also Food & Drug Administration and doctors. Mr. Huey didn't think the ads would survive the scrutiny. Some ads didn't make it. But two did.

"People say advertising is not an important profession," says Mr. Huey. "But with this campaign we were able to make a difference."

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