23: Kurt Graves; Chief marketing officer, Novartis.(Special Report: Power Players)(Brief article)

Advertising Age, October, 2006

POWER PLAY: As the man in charge of Novartis' marketing, Kurt Graves has been a steadying influence as the pharma rides out the changes going on in direct-to-consumer advertising. He helped turn hypertension drug Diovan into a $4 billion blockbuster, and the animated "Digger'' campaign for toenail fungus medication Lamisil continues to make that one of the most asked-for drugs at the doctor's office. Mr. Graves has also helped position Novartis better by helping to create a generics division, Sandoz.

DOWNSIDE: The challenge is to grow its existing drugs. It will be interesting to see if Novartis and Mr. Graves can continue the success enjoyed with its current drug lineup-and whether Novartis will become a player in any moves to acquire Bristol-Myers Squibb Co.,...

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