Solution /

To help Genentech wrestle their own story back, the brand team had hired another agency to develop a campaign concept that, after many rounds, had gotten the green light from exec staff. Problem was, it needed a bit more firming up and filling out to be viable. That’s where we came in. Me and my team helped the team within Genentech infuse the campaign with meaning, give it some structure, scale it over time, and explain it internally and to the world. And then, over the course of a series of ongoing follow-on engagements, we helped them think through a whole host of audacious new (almost hard-new journalistic) ways to invite the world behind the scenes of their lifesaving epic and everyday discoveries.

Oh, and we showed a bunch of geneticists how Three’s Company works…