About our Judges
Dean Woolley, Co-founder and Executive Creative Director, woolley pau gyro
Dean is the co-founder and executive creative director of woolley pau gyro, one of the most awarded healthcare agencies in the UK. From his earliest days as a copywriter, Dean has stuck to a simple, human formula for creativity: he believes advertising communication works best when it remembers how to talk to people. Taking a proper interest in the person on the receiving end is the hallmark of his work.
Dean began his career as a medical writer, but advertising was always the goal. Even as he completed his PhD thesis (on the heart rate of rabbits) he was proud to be the only person in the medical library to request Campaign magazine. Today Dean is also a keen advocate for ‘thingvertising’, his name for ideas and tactics designed to change behaviour by actively involving people in the message. Along the way, Dean has found time to write for children’s television. He is also the author of ‘How to Pick Up People at Parties and Other Tips for Marketing Executives’ – a book about advertising and how to do it nicely.
Creative Panel Judges
Julian Astin, European Creative Director, ICC. An FBC Health company
Julian Astin is a much-awarded Creative Director (320+ awards to date). These include Rx Awards, Globals, Mannys, MM&Ms, IPA Best of Health, One show, PM awards and VMAs (Veterinary Marketing Association).
His approach to advertising can be summed up as - be noticed, be rewarding, be affecting, and if at all possible, be simple. He has enjoyed an unusually long, 19 year relationship with one particular pharmaceutical client and the campaigns created in collaboration with them have come to define his career. His experience covers every corner of the healthcare world - prescription medication, OTC (Over The Counter) i.e. consumer medication and veterinary medication. And it embraces all media, TV, radio, press, ambient, social and digital.
Tracey Brader, Managing Partner, DDB Remedy
Tracey has a BSc in Behavioural Science and an MBA.
She has over 25 years of experience in healthcare marketing, working both in international market research and communications. She began her advertising career as an account handler before setting up her own agency. She also spent 5 years as a consultant at the Institute for Practitioners in Advertising (IPA). Tracey is currently Managing Partner, and lead strategist at DDB Remedy.
While Tracey is not a ‘creative’, she believes award winning work starts with a great brief. Insight and imagination at that point provide the springboard to creative that delivers not just accolades but customer engagement and business success to boot.
Oliver Caporn, Creative Director, CDM London
Olly spent much of his career at HAVAS working on large consumer campaigns for Peugeot, Citroen, VO5, WeightWatchers and Abbey National among many others before joining ICC Lowe as Creative director in 2011 and then CDM London in September 2013.
In 2015 his work for Shield therapeutics ‘Boring symposium’ campaign won three bronzes at Lions Health in Cannes and propelled CDM London to second place in agency of the year. Add to this wins at the PM awards, the Creative floors, and the IPA’s and last year was a good year creatively for CDM.
He is passionate about big ideas that have the scale and flexibility to transcend traditional advertising media or language borders and that truly break through and connect on a human level.
In his spare time he plays guitar in a band and writes a popular blog about creativity and pharma.
Mathew Cutts, Creative Director, Cuttsy+Cuttsy
Mathew is an award winning creative with over 20 years’ experience working in major creative agencies, both in the UK and the USA. Having started his career in healthcare marketing, his expertise now spans both local and global initiatives across a wide variety of media and therapy areas.
Whilst working at a large network agency, Mathew spent two years living in Princeton, New Jersey, setting up and running the company’s creative department. During this time, he was responsible for some of the early pioneering work in healthcare apps, including working on one of the very first medical apps to be launched, back in 2010.
Mathew is now the Creative Director and co-founder of Cuttsy+Cuttsy, a healthcare communications agency that he set up with his sister Caroline Benson in 2011.
Marc Greener, Creative Partner, McCann Health
Marc has worked in health advertising for almost 10 years, initially with Paling Walters where he cut his teeth on pharma and consumer brands as a junior copywriter.
With a PhD in molecular genetics, his roots lie in the interpretation of insights into our health and wellbeing. Yet it’s the creativity behind emotional, belief-changing ideas that’s at the heart of everything he does.
Marc joined McCann Health London in 2016 to help promote and uphold creative excellence among copywriters working on pharmaceutical marketing campaigns. He is thrilled to be a part of Dean’s judging panel, where he hopes to recognise outstanding work for its use of creativity to distil complex insights, reveal hidden truths, and inspire action.
Kim Hughes, MD/Creative Director at LEC - an Open Health company
As one of the original members of Lane, Earl and Cox I have watched our industry (and LEC) evolve to a point where there has never been greater diversity or opportunity. Our challenges have grown and changed and so too has our quest for new skills, innovative ideas and solid, informative data which we strive always to present in behaviour-changing ways. It's an exciting time and my 20+ years in healthcare has only increased my passion for creativity in all its forms and for the brands we build, so I am delighted to be part of this year's PM Society judging.
Matt Macland, Creative Director, VCCP Health
Healthcare advertising is literally in Matt’s genes – his first job was as a copywriter working for his father in a small healthcare agency in a small town. After learning the basics, Matt went to the other extreme, joining McCann Health in Manchester to learn about life in a major international agency. 20 something years and a lot of experience later, Matt is now Creative Director at VCCP Health. Along the way Matt has worked in just about every therapeutic area in Rx, OTC and otherwise vaguely health related.
Orrin Pollard, Executive Creative Director
Orrin is Executive Creative Director at Hamell. He spent 11 years as founder, chairman and creative director of DDB Remedy UK and 20+ years in Health and Wellness communication. As well as creating and inspiring numerous multi-award winning campaigns in ethical and consumer health and successful patient awareness campaigns across the EU, Orrin has sat on many international awards panels as a judge or convenor. In his many years in the international healthcare arena, Orrin has led and driven creative teams across the world on the development of health campaigns.
His work has been recognised by both consumer and health specific awards schemes.
Notably, D&AD, The globals, LIAA, IPA Best of Health, RX Club and of course The PM Society Awards.
Sarah Sowerby, Founder, Wordbird
Sarah started her copywriting career writing on the first drug launched in 1990. Since then she has worked in almost every therapeutic area; POM, P and switch (including EMA submission support). Sarah has written for all healthcare audiences.
After a 12 year stint as Copy Chief at a big network agency, she spent six years consulting for over 30 healthcare communications agencies and, through them, worked for the vast majority of pharmaceutical companies.
Sarah is now Founder of Wordbird, a full service healthcare communications agency with creative, compelling copy at its heart.
So often copy is the poor relation of strategy, art direction and client service. We’re trying to change that. I’m delighted to be part of Dean’s judging panel and will be looking for excellence in copywriting.
Tom Richards, CCO, Havas Lynx
Tom has over 20 years of consumer advertising experience gained at Cheetham Bell JWT, Faulds, TBWA and latterly BJL, which under his watch became the most awarded agency outside of London four times.
He now resides at HAVAS LYNX as CCO, where he’s responsible for the creative output and reputation of the leading global healthcare communications group.
Tom has a massive passion for ideas and how they emotionally connect brands and services to people, to effect change, improve and save lives.
As an awarded member of D&AD he has judged numerous award competitions including Creative Circle, PM Society, The International Sony Photography Awards and The Shark Awards.
His work has been awarded at D&AD, Cannes, Epica, Creative Circle, Kinsale, Clio, DADI, Campaign BIG, Campaign Press & Poster and IPA Best of Health awards.
He rolls by his own personal motto: Can’t. Can.
Frank Walters, Executive Creative Director & Chairman of Frontera London
Frank began his advertising career by working as an art director on the Marlboro account at Leo Burnett.
He then turned to health by joining the ‘pharma' agency, Paling Ellis, in the late 80’s where he was to stay for the next 24 years.
He worked on some of the biggest Rx brands of the day and forged one of the strongest award winning reputations at TBWA Paling Walters.
In 2011 he joined Craig Mills to form a new award winning group of creative alchemists, Frontera London.
Louise Finke, Senior Product Manager, Shire Pharmaceuticals
With over 15 years’ experience in the pharmaceutical Industry, Louise takes enormous pride in delivering meaningful business results. Strategic in thought and collaborative in approach, she inspires and motivates everyone in her Multi-Stakeholder team. Louise is innovative and creative, and brings a source of energy and passion to the results she seeks. She has managed brands in various stages of their lifecycle from launch to mature, in various disease areas and has worked across the business in a number of roles both internationally and UK Level. She is currently responsible for the inline brands within the Internal Medicine Portfolio.
Tessa Lush, Director - The Lush Consultancy
With over 20 years of experience working in healthcare patient relations and communications in Ireland, the UK and across Europe, Tessa established The Lush Consultancy agency in 2015 to provide patient relations and PR expertise to healthcare companies and patient advocacy groups. Tessa has been Consulting with Aimmune Europe on its development oral immunotherapy for peanut allergy since June 2016 and prior to this, she created Anaphylaxis Information Matters ‘AIM’ with leading UK charity, the Anaphylaxis Campaign.
Tessa’s work has won many awards, including a major award for a support book for carers of people with schizophrenia, which was a collaboration with 15 patient advocacy groups across Europe and which was launched in the EU Parliament.
More recently, Tessa received the Communiqué and EyeforPharma awards for developing the first mobile App for Novartis UK, SymTrac, in collaboration with members of the Multiple Sclerosis patient, carer and advocacy community.
Disease areas in which Tessa has previously specialised include Psoriasis, Multiple Sclerosis, HIV, Asthma and COPD, Heart Failure and Severe Mental Health with a number of leading healthcare companies including Novartis, Janssen, BMS and Leo Laboratories.
Sharon McCullough, Consultant Pharmaceutical Physician, Zygian Ltd
Sharon has worked in medical-marketing for more than 25 years starting at Allen and Hanburys where she spent time as both a product manager and medical adviser. A former GP, she believes that the most effective industry programmes come about when medics and marketers work together with patients as their focus. Sharon spends her days advising companies on medical-marketing activities, teaching and training on the healthcare marketplace and codes of practice, and helping to mentor and develop the next generation of medical affairs physicians.
Scott Martin, Business Unit Director, Flynn Pharma Ltd
With almost 20 years’ experience in the pharmaceutical sector Scott has been successful in a number of customer facing, sales management and marketing roles. As Business Unit Director for Flynn Pharma Ltd he is responsible for the alignment of sales activities with marketing strategy and is tasked with overseeing all elements of the marketing mix. Flynn is a fast growing UK-based speciality pharmaceutical company, recognised by the London Stock Exchange Group in its 1000 Companies to Inspire Britain and it’s both exciting and rewarding to be responsible for creating ongoing activities that promote the company and its products.
Chris Milne, Brand Manager - Immunology, Sanofi Genzyme
Chris started his career in ‘pharma’ as part of Abbott Laboratories medical division, before realising that his future lay in the more creative side of the industry.
Quickly transferring to the commercial organisation as a part of the HIV marketing brand team, Chris has held a number of marketing roles across specialist therapeutic areas, ranging from Virology and Immunology through to Psychiatry and Addiction – in companies ranging from large multi-national ethical pharma to small family owned biotechs. Always seeking to ensure that the patient’s voice is heard throughout marketing materials and programmes, Chris spent a short period of time as part of creative healthcare agency helping bridge the gap between agency and clients before returning to his current marketing role.
Irina Osovskaya, Global Director of Mobile and Customer Experience Strategy, AstraZeneca
With over 15 years’ experience in the pharmaceutical sector, Irina has lead a number of innovative digital initiatives across marketing, medical education, corporate comms and patient services. Having spent most of this time working for Janssen, Irina has recently joined AstraZeneca as a Global Director for Mobile and Customer Experience Strategy to accelerate AstraZeneca’s patient services strategy and capabilities. Irina also holds a position of Honorary Digital Services Academic Support in Digital Technology with NHS England.
Irina is a Chartered Marketer and a Member of the Chartered of Institute of Marketing (Post-graduate Diploma in Marketing). Received a Master of Science degree in Information Systems and Computing from Brunel University, she is currently working on PhD at UCL with focus on impact of Personally controlled health records (PCHRs) on patients outcomes.
Rob Preece, Product Manager – Allergan - Retina
Rob joined the pharmaceutical industry 15 years ago shortly after leaving Cardiff University where he studied Biochemistry and Physiology.
Since then he has been involved in various sales and marketing roles for Lundbeck, Grunenthal and currently leads the marketing for Allergan’s Retina Team in the UK.
He has been judging at both the PM digital and PM advertising awards for 4 years, he really enjoys reviewing the great work that comes in and try’s to give a pharma side perspective on it.
John Probert, Director, Probert Consulting Ltd
John has over 15 years’ experience in the Pharmaceutical Industry. He started his career in research before moving over to the commercial side of the business. He has worked in companies and on brands of all sizes from the very small to the very large and all stages of the life cycle and believes that things work best when they are kept simple.
John now provides interim marketing solutions for clients in the rapidly changing world that is pharma today.
Graham Thoms, Head of Commercial Operations UK, Ireland and Southern Europe, Valneva.
Graham is an award winning senior sales and marketing executive with nearly 20 years success within the pharmaceutical industry. He has a strong history of innovation across multi-channel, added value service development and strategic marketing within the UK and international vaccine markets. Having actively supported the PM Society for a number of years, Graham is excited to once again have the opportunity to be part of the team recognising the ‘best of the best’ across the pharmaceutical industry.
He believes that best in class pharmaceutical marketing should always focus on delivering measurable value to the patient and the HCP – “our efforts must make a positive difference to patient’s lives or enable the HCP to better deliver the services they provide patients. If our marketing initiatives cannot achieve this, then we must question why we are doing it’.
In his spare time, Graham can be found attempting to play ice hockey and spending time with his family in Hampshire.