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In today’s business world, the pressure for financial performance has created a supercharged atmosphere in which the only goal seems to be to make as much cash as fast as possible. Few industries have changed under this pressure as

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

much as the advertising industry.

Industry professionals are caught in a crossfire between clients who demand ever increasing return on investment (which generally means lower price) and their own managers who seek ever escalating

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

revenues. Today fewer people are doing more work than ever before and earning less. The resulting pressure has taken a lot of the fun out of a business that was traditionally focused on delivering big ideas and powerful solutions.

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

he problem has been exacerbated over the last fifteen years as the ad agency business has gone public. Estimates vary, yet most agree that over ? of the U.S. advertising billings roll up to eight publicly traded agency holding compa

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

nies. During the ‘90s, these financial enterprises bought almost every agency of size and character in America. An industry that once saw its revenues as a consequence of doing great advertising switched its priority to financial pe

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

rformance above all. The grind of quarter to quarter financial results is taking its toll.

A law of physics says that a system under pressure reveals its flaws, and the flaws of our industry are being revealed. Take the case of the

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

United States versus Ogilvy & Mather. A few Ogilvy & Mather executives are accused of encouraging employees to falsify time reports to make up for a revenue shortfall of $3 million dollars on the White House drug office advertising

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

account. Two people have pleaded guilty of the charges, and others are on trial. Those on trial will serve prison time if convicted.

Are these a few bad eggs, or is their behavior a reflection of the pressures our entire industry

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

is under to deliver unrealistic financial performance day in and day out?

The shame of it is that Ogilvy & Mather is still a great ad agency, yet the actions of a few individuals sully this great name. It also speaks poorly of our

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

ndustry and casts a shadow of doubt on our industry’s trustworthiness. A recent Gallop poll rates advertising industry ethics just above those of used car salesman -- the perennial loser in the poll. This is a drop in status over pr

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

evious years. Just 10% of Americans think the advertising industry has good or excellent ethics.

My greatest fear is that young people coming into our industry grow to believe that business is all about money and nothing else and t

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

hat whatever it takes to get ahead is OK as long as quarterly goals are met.

We need to put the horse back in front of the cart. Business is about enterprise with people working toward common goals and serving clients’ best interes

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

s by doing what is right for them rather than what is expedient for us. The consequence of investing in our enterprises may be thinner margins in the short term, yet the long term benefit is superior performance due to stability, g

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

oodwill, and trust and --- ultimately, better overall results and ROI for our clients

Investment -- not cheating -- is the way. Great businesses build enterprises that encourage trust, creativity, and teamwork. They understand tha

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

t it takes time to build teams that work well together and have the capacity to create great ideas that move business. Investing in people is a catch phrase in our industry that many use, yet few embrace.

One shining example in our

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

town of a publicly-held advertising agency investing in their future is Publicis. Three years ago, they began shelling out huge dollars to attract world-class creative talent and reshape their agency. Their hope was that their inves

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

tment would lead to major account wins in the Northwest.

Their efforts are paying off. Their recent win of the Dish Network account and their advancement to finalist status in pursuit of the Mitsubishi automobile account is welcome

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

news for Seattle and those who work within our industry. Media companies, photographers, printers, freelancers, producers, and a host of others stand to benefit. Our region’s credibility as a creative place gets a boost as a resu

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

t of Publicis’ winning ways.

More and more, we need to see each other less as competitors and more as partners in helping Seattle take its rightful place as a one of the most creative places in America. To do this, we should follow

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

Publicis’ example and invest in our enterprises and our people. More importantly, we need to re-educate ourselves that our industry is about fun, energy, and big ideas and that money is only a consequence of doing these things well

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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