Jack Loftus

Well hello there.

I'm Jack. As a Senior Copywriter I concept, develop and execute fully-integrated campaigns for pharmaceutical, health care, and retail clients.

Since 2013, I've specialized in pharmaceutical work for our Novartis, Janssen, and Celgene clients (Select brands include: Afinitor, Alcon, Gleevec, Diovan, Exelon Patch, Exforge/Exforge HCT, and Myfortic).

While at Hill Holliday, I have also contributed to a client list that includes Staples, Bank of America, Liberty Mutual, Project RED, and CURE.

Thanks for taking the time to explore my site. Much appreciated.

Humor Writing

My humor writing is published at McSweeney's, Thought Catalog and the Morning News, and includes essays about light beer commercials, tiny birds, and an unfortunate editing of an online dating profile—among many other absurd things.

Read: McSweeney's

Read: Thought Catalog

Read: The Morning News

A realtor tries to sell Han Solo's dead tauntaun. An editor publishes an unflattering version of my dating profile. The word "dude" reflects on its slow decline...and more!

A brief selection (click links to read):

Instagram Filters Inspired By My Parents’ Reaction To Yet Another Return Home As A Single Man Who Has Still Not Enrolled In Graduate School

The Washington Post Inadvertently Publishes My Online Dating Profile With The Editor’s Notes Still Included

The Word Dude Reflects On Its Steady Decline From Keeping Company With Rakish 19th Century Dandies To Its Demeaning Modern Day Role As Filler For Light Beer Commercials

We Are Transplant

At Hill Holliday I've been part of a dedicated team that helps promote organ donation.

One of our proudest moments was creating a documentary short about a double living donation recipient named Ryleigh (please see clips below).

As part of our work we also built up awareness of the Transplant Games of America using the "We Are Transplant" brand created specifically for this inspirational event.

We Are Transplant "Ryleigh's Story" Fenway Park Trailer

Ryleigh's family had an incredible living donation story to tell, so we went to Tucson to capture it. This trailer screened at Fenway Park on Organ Donation Awareness Day. The full version is below.

Ryleigh's Story

Ryleigh was given two new chances at life thanks to living kidney donations from her mother and half-sister. This is her story.

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Technology Writing

One of my favorite writing roles was Contributing Editor for Gizmodo. As editor, I published topical news and long form features on consumer tech, design, space exploration, and biotechnology. I was based in Boston, which meant that I had special access to events at MIT, the MIT Media Lab, and Harvard University.

I addition, my tech writing experience includes GamePro magazine and PC World.

Read: Gizmodo articles

Read: GamePro/PC World

Tech, Gadget, Science Articles at Gizmodo

From 2007 through 2012, I was a Contributing Editor at Gizmodo. I worked with some brilliant minds, learned a lot about the industry, and was able to thrive in a fast-paced, high intensity editorial environment. The article above is my feature about the MIT Media Lab extension, which opened in 2010.

Gizmodo Feature: Joe Davis, Harvard researcher and artist

One of my first full-length features at Gizmodo was a profile of the eccentric and utterly fascinating Joe Davis. He was trying to harness lightning, concentrate it into a laser, and use that energy to move a sail-powered ship in space.

PC World News Example: Apple and Gaming

OK, so I was a bit early with this one. Apple wasn't quite ready for gaming in 2008, but I'd argue the release of the latest Apple TV controller, things are looking good for my future as a forecaster. Yes, that was sarcasm.

Multiple Myeloma (concepts)

These are select examples from a multiple myeloma campaign concept development exercise with Celgene. Treatment for this blood cancer has progressed immensely over the years, and can be considered "manageable" for some patients.

Art direction: Mike Mancuso

Cartooning

I've always loved sketching and cartooning, but never really took the time to hone the craft. So I bought some books, blew some money on an iPad Pro, and here we are. The New Yorker loves rejecting these almost as much as I enjoy making them.

Please scroll down to see more.

GLEEVEC

At Hill Holliday, our pharma team has designed and implemented a proven Loss of Exclusivity (LoE) retention platform for our clients. LoE occurs when a branded medication patent expires, and the generic equivalent enters the market. Marketing in this environment requires an extensive knowledge of the FDA regulatory landscape, claims, and patience, to say the least.

During the ramp up to LoE, we partner with a client to provide their patients and HCPs with exclusive support programs, co-pay cards, resource kits, tips, financial tools, and other resources. Through these resources we demonstrate the value of staying with a branded medication if the patient and their doctor decide it is right for the treatment plan.

Also on this page are a few examples of other Novartis brands that we have successfully supported with our LoE strategy.

Gleevec LoE Campaign

In 2001, TIME magazine declared, "There is new ammunition against cancer, and these are the bullets." Gleevec's signature orange pills were arranged on the cover like spent shells. Gleevec was a targeted cancer therapy—the first of its kind—and it literally transformed one type of blood cancer from a death sentence into a manageable disease.

So when Gleevec approached LoE in February 2016, we were ready with a proper send off: Generation GLEEVEC. At the heart of this campaign was a full-service patient resource program called Gleevec Patient Support, and with it we offered on-call counselors, co-pay programs, and premium patient kits that included tools, tips and assistance for our patients.

Exforge / Exforge HCT "Stay On, Stay Strong"

When Exforge went LoE, we provided our patients with a confident reason to stay on brand using a combination of co-pay card assistance, patient support programs, and content executions that aligned with our audience needs.

This approach included on-site content such as a light-intensity workout program presented in an easy-to-read infographic form, healthy recipes created by America's Test Kitchen, and healthy living tips researched from independent third party experts.

Exelon Patch "One Less Unknown"

Exelon Patch is unique in that there are no other Alzheimer's medications applied via an adhesive epidermal patch. When this medication went LoE, our approach was to speak to the ease of use that this product provides caregivers. We would grant them the peace of mind that "one less unknown" provides.

Dunkin Donuts (spec)

A selection of Dunkin Donuts print created with Mike Mancuso for Super Bowl XLVIII and ESPN Magazine.

Transplant Games

Our organ donation client asked us to help grow their 25-year partnership with the Transplant Games of America. On this page, you'll see a sample of the conceptual work that marked our early thinking.

Art direction: Mike Mancuso

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AfiniTRAC

AfiniTRAC is a specialized support program for select Novartis Oncology medications. It pairs patients with an on-call counselor who gets to know them by name to provide dedicated support and resources when they need them most.

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AfiniTRAC Concept Exploration 1

AfiniTRAC Concept Exploration 2

Bank of America / Facebook Canvas

The Chicago Marathon is one of Bank of America's biggest sponsorship opportunities each year. I worked with the Bank team here at Hill Holliday to produce illustrations and copy for the ambitious Facebook Canvas experience that was created specifically for this storied annual event.

Facebook Canvas - Bank of America - Chicago Marathon

The Chicago Marathon is one of Bank of America's biggest sponsorship opportunities each year. I worked with the Bank team here at Hill Holliday to produce illustrations and copy for the ambitious Facebook Canvas experience that was created specifically for this storied annual event.

Everest Poker France

From 2007-2011, I was a member of the Everest Poker marketing team, based in Cambridge, MA. We managed social media, SEO, and event marketing for the Everest Poker brand (which is a division of the Paris-based BetClic Everest gaming group). At the time, Everest was the 6th-largest online poker room in the world.

"Everest In Vegas"

Our team followed around a selection of sponsored French players as they competed at the World Series of Poker in Las Vegas.

Staples (content)

Staples asked our content strategy team to create pieces that stood out from a flooded IT and tech support landscape.

Driven by a desire to create content that people choose to search out and engage with, our team produced a series of videos, infographics, and even a "green computing" ebook to help Staples rise above the competition.

Cook's Illustrated (spec)

Cook's Illustrated is an iconic Boston brand. When we heard they were searching for a new, modern identity, we set to work creating a few spec content executions that expanded their respected, meticulous approach to cooking into new areas.

Art direction: Carolyn Spinney

Connect with Partners

In 2016, Partners HealthCare wanted to refresh and modernize its influencer platform, Connect with Partners. A multidisciplinary team at Hill Holliday worked collaboratively to recreate the backend CMS, establish a new voice, and redesign the legacy site using a fresh, responsive approach.

As the sole editor and content creator for this site, I conduct weekly interviews with sources, write copy, and work directly with the client to identify stories and opportunities that will continue to demonstrate why Partners is the health care leader in Massachusetts.

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mBC Spec Work

Pro Bono

While at Hill Holliday, I've completed and executed a number of pro bono projects for the Inner-City Scholarship Fund, Citizens United for Research In Epilepsy (CURE), and the Massachusetts Commission on LGBT Youth.

26th Annual ICSF Dinner Video - Courtesy of Hill Holliday

We travelled to three local Boston schools to interview students, teachers and administrators about the the Inner-City Scholarship Fund and the impact it has on students like the ICSF Gala featured speaker, Jasselis.

CURE Epilepsy Annual Gala

Short introductory video for the keynote speakers at the annual CURE gala.

Pradaxa Pitch Work

Senior Art Director Mike Mancuso and I had a little fun with this one. We thought it'd be interesting to take a serious drug and give it a serious Hollywood treatment to help it stand out from a crowded field.