M e d i c i n e A ve 2 Dorland's work with MSD led to a remarkable opportunity with SmithKlineFrench International and the development of what may be considered the first truly global branding campaign. That campaign was for Tagamet, the world's first H2 receptor blocker, and perhaps its first global billion-dollar brand. Dorland's creative effort resulted in a global promotional campaign rolled out in over 80 countries in just six months, a feat considered to be "simultaneous" in those days. According to Harry Sweeney, one of the founding partners of DSJ, "The challenge wasn't in getting the linear structure of the campaign correct, but rather to appreciate and understand the cultural nuances in any particular international market." i m o d i u m LICENCE JANSSEN PHARMACEUTICA Anti-diarrheique symptomatique Inhibiteur spedfique de la motilite intestinale Copy and art for the European launch of Imodium were created by Kallir Philips Ross (KPR) in New York, then translated and the visuals modified to reflect differences in local valve designs. new, non-narcotic Imodium : !' ' , r : i'" ■1 stops diarrhoea safely, and more rapidly than anything now at your disposal 78
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