Account Director | John St. | Toronto | Age: 29

Not everything that happens in Vegas stays in Vegas. While vacationing in the city infamous for its gambling and night life, Adam Zolis was bitten by the marketing bug. On a whim, he attended a conference on broadcast technology where he was introduced to Eyeon Software, the Canadian software manufacturer that helped launch his marketing career in 2002.

“It gave me broad exposure to what the marketing world looked like and the types of opportunities available,” says Zolis, who at the time was in his third year studying political science at Queen’s University. Upon graduation, Zolis contacted Eyeon, where he eventually landed a marketing and PR position.

He moved on to John St. in 2006, the same year pharmaceutical company AstraZeneca awarded the agency its business-to-business account. Zolis took a gamble when he proposed a fundamental shift in the way AZ markets its Nexium heartburn product, despite being faced with stringent regulatory guidelines of the Pharmaceutical Advertising Advisory Board (PAAB).

Nexium had the benefit of high awareness levels, even though its communications were falling short, says Zolis. He wanted to separate Nexium from its competitors by connecting with doctors on an emotional level through a campaign based on the insight that success for many doctors comes with positive feedback from patients.

Launched last year, one print ad shows a homemade thank-you card sticking out from a wall of patient files. The original tag line had to be changed from “a prescription for gratitude,” to “see what happens,” explains David Legendre, account supervisor at John St.

PAAB said the original idea insinuated a prescription for Nexium would guarantee gratefulness, but Zolis found a loophole to keep the creative message alive.

All advertising materials for a pharma brand must be substantiated by a study, and the team uncovered research that found some doctors do receive thanks from their patients. PAAB ruled that one expression of gratitude was allowable.

The work received a 2009 gold CASSIE, and Zolis was invited to work on AstraZeneca’s global strategic project, with his branding concept adopted on a global basis. “Adam has an uncanny ability to understand his clients, see the issue and solve it,” says Tim Rutherford, director of segment marketing, AstraZeneca Canada.

Zolis also led the agency into the digital space with the launch of TheWiserhood.com, for Corby Distilleries Wiser’s Canadian Whisky label. The site introduced the secret life of The Wiserhood—whisky loyalists who have secretly shared their passion for fine whisky over 150 years. It was the first integrated campaign from John St. since winning the account and received two gold Bessies. All this, resulting from a trip to sin city.