Executives in suits and in night gowns talked in front of Credicard Hall while cars lined up in order to get in the parking lot. That was the atmosphere of the Golden magnifying glass awards 2006 when Top Team reporter arrived there to cover the event. From there, he followed the four steps of the pharmaceutical industry Oscar.

From his cabin he could see the executives networking, by giving personal cards away and greeting everyone. The topics discussed, for almost one hour, varied from industry strategies, goals for 2007 to professionals targets. Little by little, guests arrived and we could see presidents of several laboratories moving around, such as Philippe Crettex, from Pfizer Brasil, Mario Grieco, from Bristol, Rainer Krause, from Schering do Brasil, Waldir Eschberger, from Zambon, Volker Bargon, from Boehringer Ingelheim, and Bruno Chassot, from Zodiac.

Awards - During the second part of the event the awards started. Whistling and the audience excitement were predominant when the journalist Guilherme Queirós, ex-TV Globo, presented the Magnifying Golden Glass, by highlighting that the event was divided in 18 categories in order to value the pharmaceutical industry executives who had developed promotional material, marketing campaigns and communication projects throughout the year. ‘We count on 300 campaigns enrolled, from which 272 were selected to contest this great award.’, quantified Queirós.

The first category, called Market Intelligence, had its prize delivered by the administrative manager of Grupemef, Antônia Rodrigues, known as Toninha. ‘The Golden Magnifying Glass has grown every year and it has been progressively contested. Who has been nominated is already a winner’, Toninha, before giving the prize to Leonardo Mousinho, from Schering do Brasil.

The event went on awarding the winners of other 17 categories: Hospital, Medicaments, Nonprescription Medicaments, Institutional, Web Sites, Productivity and Automation, Renovation, Business Performance, Generics Business Performance, Special Magnifying Glass, Corporate Responsability and Prescription, divided in cardio, genito-urinary, digestive system, central nervous system, demartologic and other therapeutic classes.

By the end of the presentation, the president of Grupemef, Sonia Orestes, delivered a speech to thank all the guests. ‘ We have here around 2,000 people. Thank you all for the support. The event just happened because of your support.’

According to the organizers, the Golden Magnifying Glass jury 2006 was composed by 300 professionals, including Cássio Rossetti, director president of Rossetti Mk Sales Reps.

Raffle and Show – during the third step a raffle was led by the actress Irene Ravache. The winners were prized with trips, tour packs and a car. Later, the audience appreciated Titãs concert, who presented their album “A melhor banda de todos os tempos da última semana” (The best group of all times last week), making all the executives abandon their ties and suits to dance along Paulo Miklos, the lead vocalist of the group. Hits like “Flores”, and other composers´ songs like Roberto Carlos (“Portão”) and Raul Seixas (“Há dez Mil Anos Atrás”) kept the audience´s attention until the last minute.

Who attended the event received a book as a gift called “A força de um ideal”, which celebrates 35 years of Grupemef and 30 years of the Golden Magnifying Glass. Now we just have to wait for the next one in 2007.