TherapeuticsMD

Dawn Halkuff, Chief Commercial Officer
Kristen Landon, Vice President, Marketing
Tom Moody, Senior Marketing Director, Reproductive Health

McCann New York *Lead Agency

Sean Bryan, Co-Chief Creative Officer
Thomas Murphy, Co-Chief Creative Officer
Maru Kopelowicz, EVP Executive Creative Director
Darla Price, EVP, Executive Account Director
Erica Yahr, Chief Strategy Officer
Anna Andreis, SVP Group Strategy Director
Dana Markiewicz, Account Director
Rosalind Mowitt, Senior Strategist
Lucas Shanks, Associate Art Director
Craig Bishop, Senior Art Director
Christen Koribanics, Account Supervisor
Whitney Bryan, Director, Comms Strategy
Rebecca Krevat, Social Strategist
Chelsea Cines, Account Executive
Katie Boyko, Senior Producer

We launched a new birth control, Annovera, in a market still dominated by a 60 year old competitor. Through research we discovered that women don’t ask for the birth control they want because they feel pressured not to. So beyond introducing Annovera, we needed to revolutionize the category. Introducing “Unapologetically, Annovera.” The first birth control campaign to encourage women to speak openly about what they want. In doing so, we received not only great awareness and intent metrics, but also drove exponential growth in sales of the product.