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    2018 Production Outlook Survey — Lisa Mehling

    By Mike MorgeraUpdated:No Comments740 Views
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    1) The Taoist Farmer’s Tale

    2) Change is the only constant. Competition is fierce. Creative opportunities are everywhere.

    3) I am proud of a campaign we just finished which came to us at the end of the year. We were given a complex, unorthodox brief. My team pitched a unique solution and together we made something very impactful. It will premiere on the Super Bowl.

    4) After a complete rebranding and restructuring of Chelsea last year, I have moved the company to exactly where I want it to be. I think 2018 is going to be a great one for us.

    5) As a woman business owner with two of the top woman commercial directors on my roster, happily Chelsea is ahead of the diversity curve and we are stronger for it. It is very important to me to bring diverse points of view to our work, and Chelsea will continue to push racial and gender boundaries.

    6) The #MeToo movement has swept in a rate of change in this country that has been truly profound. The effects are having an immediate impact on our industry and it’s really too soon to say how it will play out. 2018 marks the beginning of a new era, and it’s long overdue.
     

    Lisa Mehling
    owner/president
    Chelsea Pictures

    New FDA Rules To Take Effect For TV Drug Commercials

    Thursday, November 14, 2024

    Those ever-present TV drug ads showing patients hiking, biking or enjoying a day at the beach could soon have a different look: New rules require drugmakers to be clearer and more direct when explaining their medications' risks and side effects.

    The U.S. Food and Drug Administration spent more than 15 years crafting the guidelines, which are designed to do away with industry practices that downplay or distract viewers from risk information.

    Many companies have already adopted the rules, which become binding Nov. 20. But while regulators were drafting them, a new trend emerged: thousands of pharma influencers pushing drugs online with little oversight. A new bill in Congress would compel the FDA to more aggressively police such promotions on social media platforms.

    "Some people become very attached to social media influencers and ascribe to them credibility that, in some cases, they don't deserve," said Tony Cox, professor emeritus of marketing at Indiana University.

    Still, TV remains the industry's primary advertising format, with over $4 billion spent in the past year, led by blockbuster drugs like weight-loss treatment Wegovy, according to ispot.tv, which tracks ads.

    Simpler language and no distractions
    The new rules, which cover both TV and radio, instruct drugmakers to use simple, consumer-friendly language when describing their drugs, without medical jargon, distracting visuals or audio effects. A 2007 law directed the FDA to ensure that drug risk information appears "in a clear, conspicuous and neutral manner."

    FDA has always required that ads give a balanced picture of both benefits and risks, a requirement that gave rise to those long, rapid-fire lists of side effects parodied on shows like "... Read More

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