In 1994 the agency was appointed to handle Astra's Losec. The Everyday People campaign is acknowledged as one of the best pharmaceutical advertising campaigns ever to have run in the UK - and one which played a mayor part in increasing the brand's turnover from £92m to £212m in just 4 years.

• 15% of doctors selected it as their favourite ad - a clear 10% ahead of its nearest rival. (Source: Pharmaceutical Marketing Ad monitor March 1996).
• Losec recalled as the most striking ad by 21% of doctors sampled (Next best just 5%) (Source: Pharmaceutical Marketing Ad monitor Sept 1996).
• The campaign was recalled as the most visible by 35% of GPs - with only the newly-launched Protium getting anywhere near with 14% recall.
  (Source: Pharmaceutical Marketing Ad monitor March 1997).
• The Everyday People campaign won more than 20 awards in both the UK and USA.

And even our competitors have praised it:

"The Losec campaign will be remembered as a classic" Barry Sugundo, Creative Director of MSC

" The ads have stopability......The agency has created a great brand property " McCann Erickson's Managing Director

".... Lane, Earl & Cox have shown that fresh thinking is possible. This ad has inspired higher standards in healthcare advertising."
Robin Revell, Creative Director of Healthcom London
(Source: Pharmaceutical Marketing September 1995).

Even as recently as April 2001, the campaign is still receiving acclaim. Pharmaceutical Marketing's article on ads of ther decade said:

"[Losec) gradually achieved total dominance, taking the top spot from 1998 through 1999 and into 2000.....A true blockbuster, supported with effective ads: everyone remembers the "Everyday people" campaign."