Genentech

Lesley Cerdan, Associate Group Manager
Linda Konkowski, Senior Product Manager
Vasanthi Ratnathicam, Marketing Director
Jin Dong, Senior Marketing Manager
Jo Dulay, Marketing Director
Julia Griffiths, Marketing Director
Justin Hurdle, Associate Group Manager
Lily Atherton, Patient Advocacy Relations
Minna Zhang, Marketing Manager
Sandy Scaife, Senior Marketing Manager

VMLY&R *Lead Agency

Becky Ervin, Group Creative Director
John Marchese, Managing Director
Kat Piscatelli, Group Director
Kitty Thorne, Creative Director
Robb Smigielski, Executive Creative Director
Roberta Costa, Senior Program manager
Shari Sinha, Creative Director
Andrea Correal Vasquez, Account Supervisor
Ann Capra, Associate Creative Director
Christine Philips, Copywriter
Colleen Hartnett, Strategist
Daniel Brennan, Account Supervisor
Diane Abruzzino, Managing Director
Eddie Velez, Director, Experience Design
Hunter Eshelman, Executive Director
John Bollinger, Creative Director
John Figlesthaler, Associate Creative Director
Karen Wolfarth, Account Director
Kevin Lo, Associate Creative Director
Kim Weiss, Associate Account Director
Lara Tiramani, Account Supervisor
Melissa Barany, Executive Producer
Michelle Karwejna, Senior Program Manager
Michelle Sanchez, Senior Talent Manager
Nora Ortiz, Talent Manager
Ramona Seunath, Production Business Manager
Silda Zeko, Project Manager
Willow Dalton, Senior Strategist

SNOW Companies

InTouch Solutions Chicago

CMI

Wavemaker

The escalation treatment paradigm in MS and patients’ desire to ignore the disease created a public health need where many patients would not gain the benefit of OCREVUS until their disease progressed. We targeted millennials with our “Dear, MS” campaign that tapped into the generation’s unwillingness to accept the status quo, and the insight that people living with MS want to do whatever it takes to put the disease in the background. By using real patients, and letters written by these patients, we made an authentic connection with the community.