Gail Harwood

The CMO Bringing Attention to Early Detection

As the maker of Kisqali, a breast cancer inhibitor, Novartis could have made a commercial advertising the medicine’s benefits. Instead, the drugmaker raised awareness for breast cancer screenings in one of the Super Bowl’s most powerful ads, “Your Attention, Please.” Beginning with a “barrage of boobs,” the ad ends with breast cancer survivor Wanda Sykes encouraging viewers to “start paying attention to breasts when it matters the most.” The campaign, which also included a social media push, an educational website, and partnerships with breast cancer patient advocacy groups, was overseen by CMO Gail Horwood, who has helped the drugmaker craft several successful ad campaigns featuring celebrities who have been open about their struggles with everything from plaque psoriasis (Cyndi Lauper) to dry eyes (comedian Ken Jeong). It’s all part of Horwood’s push for authenticity, relatability, and empathy in the drugmaker’s U.S. marketing communications — and she definitely has our attention.

By Audrey Goodson Kingo