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Interview
"Fluency in English is not enough"
Organized
by Grupemef (Group of Professional Executives of the Pharmaceutical Industry), the awards had some changes. "In the previous editions, the campaigns were assessed by professionals of the pharmaceutical industry. With the new method, the 2012 campaigns started to be evaluated via web, with a new tool especially designed for that. Such change has been welcomed for two reasons: the campaigns started to be also assessed by healthcare professionals, who are one of the targets of the process without the need of commuting. Thus, the votes are nationwide", explained Humberto Katori, while delivering his speech.
Lupa de Ouro has also had the amount of categories decreased: from 20 to 13. According to Katori, the aim of such change was to increase competitiveness and aggregate more value to each category. "With fewer categories we ended up solving another issue: how to balance time for the awards ceremony and party", said the president of Grupemef.
"We, from Grupemef, understand that innovation and all improvements that stimulate the sector growth is part of our mission. Those changes in the awards system reflect such idea. We want to keep on growing in order to represent you in a more efficient and complete way", wraps up Katori.
 Honored - The greatest honored of the night was Heraldo Marquezini, from Sanofi Aventis. Throughout three years, Marquezini worked in Warsaw leading Aventis Pharma from Poland and Nordic countries.
The executive has also led the Brazilian division of the campaign and joined some of their mergers, Rhodia and Aventis and also Sanofi and Aventis.
"Thanks for the surprise. It is really a great pleasure. I´d like to thank Grupemef and the whole team of Sanofi Aventis", said Marquezini while being honored.
Winners- Takeda was the company with the highest number of Lupa awards during the 36ª edition of the award. Winner in 04 categories (Sustainability, Market Intelligence, OTC/OTX Campaign and Prescription Campaign), the company overcame at 100% its performance in 2011 when got two awards as Nycomed. "We left the event pretty happy and stronger", stated Viviane Mansi, Corporate Communication Manager at Takeda.
Ranking the second place were Aché and Merck Laboratories, which had the same performance of the previous edition and got two awards each. Bayer, Mantecorp Farmasa, Merck Seroro, Medley and Zodiac were the other winners, with one Lupa award each.
| Amount of Lupa Awards |
|
2012 |
2011 |
| Takeda |
4 |
2 |
| Aché |
2 |
2 |
| Merck |
2 |
2 |
| Bayer |
1 |
0 |
| Mantecorp Farmasa |
1 |
0 |
| Merck Serono |
1 |
1 |
| Medley |
1 |
0 |
| Zodiac |
1 |
0 |
|
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