Agency Self-Promotion and Internal Communication

Doctored Truths is an integrated campaign confronting one of healthcare’s most urgent threats: misinformation. Addressing the provocation, “when the truth is doctored, lives hang in the balance,” the idea connected proprietary data in an industry-leading whitepaper, a hero film, webinars, keynotes, earned media and an OOH reactive stunt to help the public question the role of AI in health.

By exposing the human cost of misinformation and equipping pharma with practical tools, the campaign is shifting the industry from passive concern to collective action. In a world where anyone thinks they can play doctor, inaction isn’t neutral; it costs lives.

Judges Comments

This vital campaign taps into the highly relevant and newsworthy issue of misinformation, a huge threat to public health and directly relevant to the pharmaceutical marketing industry in our role as communicators. With their wealth of data applied in combination with one-to-one interviews, Havas Lynx present an alarming picture of the scale of harm caused to patients. Their publication of a white paper – with an impressive number of downloads – sits well alongside an awareness campaign that utilises the very mechanisms of misinformation; AI-generated material and miracle cures posted online are turned around to deliver the message in clever, disruptive ways.

In awarding Gold in this category, judges recognised that Havas Lynx have effectively highlighted this pressing issue of false and misleading health information, taken the initiative to address it across their clients and the wider community and generated new partnerships in the process. They admired the creativity of the campaign, in particular the brilliant video that hits the nail on the head with a patient-focused angle. While looking for actionable solutions, the panel greatly approved of the spotlight being shone on the essential part that our own industry plays in combatting this issue, and that we cannot ignore. Tying very much into the zeitgeist, the strong call for action from this campaign is so important and will live on for quite some time.

Selwyn Jay Learner, Learner Adams Bones

Cuttsy+Cuttsy created “The Participation Equation” – a research-led report powered by insights from 700+ clinical trial participants and 15 industry leaders – to demonstrate our expertise while protecting client confidentiality. Designed to promote the agency externally, the campaign showcased our participant-first approach and reinforced our position as the original patient engagement agency, giving prospective clients clear insight into how we think, work, and solve problems.

A targeted, multi-channel launch drove strong engagement, delivering over 450 downloads, 7,210 organic interactions, and 15 qualified meetings to date, including new client projects. The campaign combined insight, creativity, and execution to position Cuttsy+Cuttsy as the agency that delivers in trial participant communications.

“Adventures In Pharma” is Camino’s bold, retro-futuristic self-promotion event designed to reframe AI from industry threat to creative collaborator. The one-day conference showcased Camino’s practical AI expertise through immersive event design, original illustration and playful, human-led AI experiences.

Attended by 84 current and prospective clients, the event generated a significant new-business pipeline and strong social amplification, with content reaching tens of thousands online. By combining creativity, clarity and commercial impact, “Adventures In Pharma” demonstrated how agencies can use events to inspire confidence, shift perceptions and drive growth.

In an industry where agencies often spotlight only their most polished client work, Create Health chose a different strategy.

They chose to turn the spotlight onto campaign ideas that dared to push the boundaries but never got to see the light of day.

Launched on Halloween, a parody series of iconic horror films, such as Shaun of the Dead, directed audiences to a website where they could delve into the skeletal remains of abandoned concepts and decide whether to resurrect them or let them RIP.

This innovative approach wasn’t just self-promotion; it was a bold assertion of the agency’s commitment to challenging industry norms.

“Rare Next” cements the Havas Health Network as rare disease experts, driving meaningful change through three pillars: expert insight in our Futures Report, engaging connection-building across social media, and Rare Sight – a unique platform capturing insights from clinicians across nine countries and six specialties. Aimed at leaders in the rare space, “Rare Next” highlights what works and what doesn’t in rare disease, offering data-driven, collaborative solutions.

A bold creative campaign sparked conversation, with over 50,000 LinkedIn impressions and 10,000 video views. “Rare Next” ultimately invites clinicians, patients and policymakers to partner with Havas to tackle inequities and create lasting impact in rare.

AI is powerful, but it can also be a convincing liar. As we increasingly rely on large language models for health information, ensuring accuracy becomes essential. To highlight the risks, we asked ChatGPT to invent a rare disease, and it obliged.

“Inveritas Syndrome” came complete with symptoms, history, diagnostics, even the first documented patient. None of it was real. But the message was clear: in the age of AI, verifying sources matters. This campaign sparked important conversations and allowed us to spotlight RAiRE, our proprietary LLM built on a rigorously curated dataset to deliver only reliable insights into rare diseases.

Healthcare advertising thrives on fresh ideas and new energy. But for most young creatives, breaking in feels impossible. That’s why we created our own paid placement scheme – one with a twist.

The Creative Dose opens the door to new talent, brings fresh thinking straight into our work and challenges the misconception that creativity in healthcare is limited.

Unlike traditional internships, participants work on live healthcare briefs and directly interact with clients – giving them a genuine taste of our creative process while building meaningful, portfolio-worthy pieces along the way.