Mihnea Gheorghiu has assumed the role of co-chief creative officer of Publicis Italy and Le Pub Amsterdam. In his new role, Gheorghiu will joins CCO Cristiana Boccassini in the creative leadership across all agencies’ clients.
Gheorghiu joined Publicis Italy in 2017 as global creative director working alongside Bruno Bertelli and Cristiana Boccassini and overseeing global projects for Heineken and Diesel. Over the years, he contributed to strengthening the creative excellence of the agency, which was recently named the second ranked agency worldwide at Cannes Lions 2021.
Bertelli, global CCO at Publicis Worldwide and CEO of Le Pub Amsterdam, said, “Over the past four years, Mihnea has contributed substantially to the growth of Publicis Italy’s business and reputation. We are grateful for his commitment to this ambitious vision, working alongside me, Cristiana and the entire board of Publicis Italy and Le Pub. In Mihnea, we have found someone who shares the same passion and pioneering spirit.”
New FDA Rules To Take Effect For TV Drug Commercials
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