Inside Ad Health's Top 10 Rankings With Leading Agency Execs - Part 2

More on work that suprises, and what they'd like to see happen in the industry

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. The first installment ran yesterday.

In Part 2, we feature Wendy Chan of Edelman, Bruno Abner of Grey Health N.Y. and Susan Perlbachs of Eversana Intouch:

WENDY CHAN, HEALTH CREATIVE LEAD, APAC AT EDELMAN

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

It’s kind of refreshing, actually—especially with all this AI buzz everywhere. Campaigns like “Impossible Journey,” “47” and “Ashe Versus” almost feel like the language of the human soul, so powerful. And it’s not just about pushing products anymore—brands are really getting what people need and actually trying to help them live better lives, solve real problems and create more meaningful connections. While healthcare traditionally maintains a serious tone, some brands are brave enough to add a bit of humor when it fits. When they get it right, it really cuts through all the noise.

How do you spot and evaluate award winning work?

In healthcare communication, having a purpose is a given. I love ideas that can make changes, shift perception, inspire action or improve well-being.

Was there any work that surprised you this year?

“The Last Barf Bag.” Humor is difficult to execute and rare in healthcare advertising. It requires both the right opportunity and bravery. The campaign beat Meta benchmarks by 10,000 percent. I never knew an anti-nausea brand could be so funny.

What would be your Top 10 campaigns from 2024?

1. DRAMAMINE, “The Last Barf Bag”
2. SIEMENS HEALTHINEERS, “Magnetic Stories”
3. CAFE JOYEUX, “47”
4. ALLEGRA, “Allegra Airways”
5. PAPER ORGANS, “Taiwan Organ Donation”
6. ASTER, “Impossible Journey”
7. CERAVE, “Michael CeraVe”
8. MODERNA, “Ashe Versus”
9. GETINGE, “Heart Surgeon’s Cookbook”
10. SAUDIA AIRLINES, “ProtecTasbih”

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

There’s still so much that can and needs to be done in healthcare advertising. Better healthcare communication doesn’t just help companies, it helps human beings. Help healthcare companies think bigger. Having an idea is just the first step. Be ready for many internal and external challenges, including executional ones. Always go the extra mile: Create mockups to help in the understanding and to persuade stakeholders. Partner with suppliers to get their input and support to make your ideas happen.

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

I’d like to see more work that incorporates earned media. Media is culture. Having people interested in and talking about your campaign is essential to its success.

BRUNO ABNER, ECD, GREY HEALTH, N.Y.

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

I’ve noticed a few big brands beginning to take more calculated risks, which is an encouraging shift. While the progress isn’t happening as quickly as it should, it feels like a step in the right direction.

How do you spot and evaluate award winning work?

I look for work that directly addresses a brand’s core challenges while being grounded in contemporary trends and behaviors. It needs to spark meaningful conversations, have longevity and deliver measurable results. I often ask myself: “Could this idea make the cover of The New York Times?” Most importantly, I evaluate whether it creates an emotional connection—something that healthcare advertising, especially pharma, often lacks. The best work makes you feel something.

Was there any work that surprised you this year?

I absolutely loved “Michael CeraVe.” It’s such a standout, setting a high bar that will be tough to beat.

What would be your Top10 campaigns from 2024?

1. CERAVE, “Michael CeraVe”

2. COORDOWN, “Assume That I Can”
3. DRAMAMINE, “The Last Barf Bag”
4. SKIN CANCER U.K., “The Melanoma Law”
5. CAFE JOYEUX, “47”
6. CHANGE THE REF, “American Cancer Story”
7. VABYSMO, “A Beautiful Sight”
8. MODERNA, “Ashe Versus”
9. NEW ZHEJIANG UNIVERSITY, “Identity Builder”
10. SAMSUNG SPAIN, “Impulse”

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

Don’t let your standards be defined by what clients currently see as “good enough.” Trust your instincts, choose your battles wisely and stay persistent. Healthcare advertising still has a long way to go. We need fresh, bold perspectives to push the industry forward.

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

I want to see more award-worthy, branded pharma work. Our industry needs to be braver. Right now, there’s a shortage of standout examples to show what’s possible. And too many health agencies aren’t even trying. It’s time to raise the bar.

SUSAN PERLBACHS, CCO, EVERSANA INTOUCH

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

As the frenzied AI hype is dying down, we’re starting to see real promise. Instead of being a shiny gimmick, AI is making way for hyper-personalized campaigns that resonate. AI is helping brands make connections and make people feel understood. What I’m starting to see is that it’s not tech for tech’s sake. It’s about creating meaningful, human connections.

How do you spot and evaluate award winning work?

As creative leaders, we see sparks of brilliance everyday. Spotting the diamond in the rough is the easy part. The real magic is in the polish and reworking—guiding the idea, fighting for it and elevating it from “great” to “can’t ignore.” Award-winning work isn’t just clever; it moves people, solves problems and leaves a mark. It’s fresh, fearless, and impeccably executed. The secret? Never settle. Push the work until it doesn’t just shine—it blinds. That’s the kind of brilliance that wins awards. But as I mentioned, spotting it is easy, the execution is hard!

Was there any work that surprised you this year?

The Pedigree “Adoptable” campaign really grabbed me. Sure, the subject helped–it revolved around improving the lives of adorable shelter dogs. But it wasn’t just the heartstrings that made this stand out—it was the brains behind it. They turned every ad into an adoption ad, blending geo-targeting, AI and first-party data. The use of dogs tailored to local adopters wasn’t just innovative, it was game-changing. Adoption rates skyrocketed, and it proved that tech and heart can coexist. It wasn’t just smart advertising. It was advertising with purpose that aligned with the company’s KSIs.

What would be your Top 10 campaigns from 2024?

1. CERAVE, “Michael CeraVe”

2. PEDIGREE, “Adoptable”
3. DRAMAMINE, “The Last Barf Bag”
4. UN WOMEN, “Child Wedding Cards”
5. SIEMENS HEALTHINEERS, “Magnetic Stories”
6. KVI BRAVE FUND, “Voice 2 Diabetes”
7. GETINGE, “Heart Surgeon’s Cookbook”
8. CAFE JOYEUX, “47”
9. LALCEC, “The Postponed Day”
10. BABYSHOP, “Frequencies of Peace”

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

Bring the same curiosity and passion you’d bring to general advertising—but layer it with a healthy dose of idealism. Here, you’re not selling candy, cocktails or quick-fix consumerism. You’re solving real problems, tackling decades of damage and making a tangible difference in people’s lives. It’s a rare corner of advertising where your work can truly matter. So, lean in. Think big. And know that the stories you tell here could be the ones that save a life.

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

Fearless branded work. Remember Phexxi’s “Welcome to My Vagina?” Annie Murphy’’ biologically-correct, unapologetic opening line hooked me before I even saw the ad. It was bold, smart, funny and refreshingly direct—like the sitcom moment when twin beds became one. It owned the message: birth control is for people who have sex. Revolutionary? It shouldn’t be, but it was. And it paid off. Let’s bring that fearless energy back in 2025.