Clio Health Champions 2025

Inside Ad Health's Top 10 Rankings With Leading Agency Execs - Part 1

They talk trends, spotting amazing work and more

Meet 'Michael CeraVe'

Advertising Health has published its annual rankings of the most celebrated industry campaigns across the globe. Now in its 13th year, this year Ad Health has partnered with Clio Health on the undertaking. In addition to the Top 10 rankings, the report includes 10 interviews with senior ad execs whose winning work were included in the 2024 roundup. Muse will publish these interviews throughout the week.

Here we feature Richard Levy of Klick Health, Angela Williams of Deloitte Digital and Tom Richards of 21 Grams: 

RICH LEVY, CCO, KLICK HEALTH

What trends have you seen emerging from the past 12 months in healthcare advertising?

There was a surprising trend: how little really unique AI work had been created. I would have expected someone to do an amazing campaign where A.I. was an important part of the idea versus just a trick. But nobody has cracked that code yet—so I guess I was a little surprised at that. 

How do you spot and evaluate award winning work?

Does the work move me emotionally? Whether that’s to laugh or cry or just think about something differently. Does the work have incredible craftsmanship? The art direction, the design, the copy. It all has to work in balance. And lastly, is the work unique?

Was there any work that surprised you this year?

The “Michael CeraVe” campaign was a standout. It was the perfect blend of humor, social, broadcast and event marketing—all in one package.  When I first saw the campaign I was envious—so that’s always a good sign.

What would be your Top 10 campaigns from 2024?

  1. CERAVE, “Michael CeraVe”
  2. CAFE JOYEUX, “47”
  3. PAPER ORGANS, “Taiwan Organ Donation”
  4. CHANGE THE REF, “American Cancer Story” (among others)
  5. DRAMAMINE, “The Last Barf Bag”
  6. UN WOMEN, “Child Wedding Cards”
  7. VANISH X AMBITIOUS, “Me, My Autism & I”
  8. DOVE, “Cost of Beauty”
  9. KVI BRAVE FUND, “Voice 2 Diabetes”
  10. MODERNA, “Ashe Versus”

What one piece of advice would you give to younger creatives thinking about perusing a career in healthcare advertising?

You have the opportunity to do work that makes a difference.  Jump in. And whatever you do—don’t give up.

Is there anything you would like to see more of in the industry in 2025?

I would love to see a return to the really long copy creative campaign. Where you want to read every single word. Where you know that every word was chosen for a specific reason. And one word more or less would destroy the flow.  We seem to think that our audience doesn’t have the attention span for something beautifully written. I disagree and would love to see more.

ANGELA WILLIAMS, CD, DELOITTE DIGITAL

What trends have you seen emerging from the past 12 months in healthcare advertising?

The prominence of over the counter (OTC) advertising is quickly gaining ground in the health and wellness space. The category’s advertising has evolved, embracing consumer-centric strategies and modern wellness trends to rival traditional pharmaceutical and health marketing. OTC brands now focus on lifestyle integration, emotional storytelling, and digital engagement, versus just symptom relief making them more relatable and accessible. Campaigns like CeraVe Skincare’s Michael Cera-inspired “Michael CeraVe,” which humorously blended celebrity culture and product benefits, Dramamine’s “The Last Barf Bag,” addressing the the efficacy of their product with memorable and practical storytelling, and Vaseline’s “Transition Body Lotion” highlighting inclusivity and daily wellness, showcase how OTC brands are breaking boundaries. With clean design, transparency, and influencer partnerships, these campaigns appeal to modern, health-conscious consumers while redefining traditional wellness advertising.

How do you spot and evaluate award winning work?

I evaluate award-winning work by balancing creativity, strategy, and impact. It must stand out with originality, evoke emotion, and connect culturally while remaining true to the brand’s purpose. Executional excellence is key—flawless design, writing, and production elevate the idea. I also consider results: Did it deliver measurable business or cultural impact? Finally, I value boldness and staying power—great work pushes boundaries and leaves a lasting impression. It blends creativity with cultural relevance and real-world effectiveness.

Was there any work that surprised you this year?

Moderna’s “Ashe Versus” is a masterclass in film craft and storytelling, blending a haunting score, mixed media, and powerful narrative to honor Arthur Ashe’s journey—from segregated courts to U.S. Open champion and global change-maker. The film, central to Moderna’s U.S. Open sponsorship, connects Ashe’s values with the brand’s ethos, This Changes Everything. By combining archival footage, animation, and cinematic recreations, it engages tennis fans and equality advocates while reinforcing Moderna’s mission. For me, “Ashe Versus” was a standout example of how film craft can elevate brand purpose.

What one piece of advice would you give to younger creatives thinking about perusing a career in healthcare advertising?

For younger creatives pursuing healthcare advertising, remember this: it’s creativity with purpose and craft at its core. Focus on telling human stories with precision and emotion, using every tool at your disposal to elevate the work. See regulatory constraints as creative challenges, not roadblocks, and use them to hone your skills in storytelling and problem-solving. Embrace AI as a partner in your process—it can help refine insights, accelerate execution, and push the boundaries of what’s possible. Learn the science behind the work, as it will deepen your storytelling and make your ideas more impactful. And always remember healthcare advertising isn’t just about selling—it’s about crafting campaigns that improve or even save lives. Let that drive your creativity to new heights.

Is there anything you would like to see more of in the industry in 2025?

In 2025, I want to see the industry focus even more on creativity with purpose and craft. I want the work to demonstrate real impact, break category conventions, and embrace bold, emotional storytelling. Smarter use of AI to enhance ideas, not replace them, will push boundaries. We also need to see a deeper commitment to innovation that can truly change lives. Inclusion should move from performative to authentic, reflecting nuanced stories that resonate across audiences. Finally, I’d advocate for a renewed focus on the fundamentals: sharp strategy, exceptional craft, and flawless execution. Creativity is not just about standing out; it’s about building trust, shifting perspectives, and shaping the future of industries.

TOM RICHARDS, GLOBAL CCO, 21GRAMS

What trends have you seen emerging from the past 12 months in healthcare advertising?

The rise of the brand. Proof indeed that it is possible to make actual branded pharma work. As we know, it’s hard to make, but when we nail it, it’s super rewarding. It makes my soul sing to see branded work starting to show up in award shows. There is a long way to go, but I believe in 2025, we will see a bigger growth. The more clients that see this type of work and understand what it can do for their brands, businesses and careers, the more likelihood of them breaking the default of making dull pharma work. And when the branded creative benchmark has been raised yet again, clients, agencies, doctors and most importantly, patients, will benefit.

How do you spot and evaluate award winning work?

I always look for originality, the idea is everything, and it must be executed impeccably. The work must be fit for purpose, not for purpose’s sake. Campaigns in healthcare should not be disposable, they must change perceptions, be effective and leave a legacy. You can’t beat a rich and surprising insight either. If it connects and makes me feel something, it will have certainly caught my attention.

Was there any work that surprised you this year?

The long format “The Life Bureau” multi-film series. An epic piece of scriptwriting, that captivates, educates and entertains for its full duration. It’s branded pharma to boot, with an important health message that landed well, without being forced.

What would be your Top 10 campaigns from 2024?

  1. MSD, “The Life Bureau”
  2. CERAVE, “Michael Cerave”
  3. DRAMAMINE, “The Last Barf Bag”
  4. HEMLIBRA, “Tokking Their Language”
  5. KVI BRAVE FUND, “Voice 2 Diabetes”
  6. FRONTLINE 19, “Sicker Than the Patients”
  7. KPN, “A Piece Of Me”
  8. NHS BLOOD AND TRANSPLANT, “Waiting to Live”
  9. BREAST CANCER NOW, “The Chat”
  10. APPLE, “The Waiting Room”

What one piece of advice would you give to younger creatives thinking about pursuing a career in healthcare advertising?

It’s 100 percent more fulfilling than consumer advertising—and after nearly a decade since I swapped codes, I know this first-hand. What other industry can a creative person get to save lives? Yes Healthcare is heavily regulated, but that’s half the fun, guidelines are not shackles. There’s always an interesting angle if you look hard enough.

Is there anything you would like to see more of in the industry in 2025?

I’d love to see more clients getting behind Healthcare’s creative renascence. It’s good for business.

Clio Health Champions 2025