Adair-Greene Sings the Blues for Brands | Adweek Adair-Greene Sings the Blues for Brands | Adweek
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Adair-Greene Sings the Blues for Brands

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ATLANTA Adair-Greene Healthcare Communications is set to launch a self-promotional campaign touting its ability to help healthcare marketers overcome their advertising ills.

"The cure for the young brand blues" campaign, the Atlanta agency said, includes a collection of songs lamenting some of the obstacles that line the road to marketing success. AGHC teamed with local musicians to produce six tracks including "Devil Took My Concept," "Mean Regulatory Blues" and "Ain't Got No Data."

Tom Maples, vice president and associate creative director at AGHC, wrote the lyrics to all six songs, and Rita Brett, senior vice president and creative director, came up with the original concept.

"Like the blues, a great creative concept is one that emotionally moves the audience," said Brett. "In marketing, it's what allows us to get the physician's attention and hold it."

The direct mail effort consists of a CD and introductory letter that will be sent to pharmaceutical, biotech and medical product companies, the shop said. Print ads also will run later this month in trade publications such as Med Ad News, PharmaVoice and Medical Marketing & Media.

AGHC added that it has redesigned its corporate Web site to reflect the new campaign.