Genentech

Challenge /

It’s not every day that we get to work with clients who are actually saving lives. So, when Genentech called, we leapt. Formed 40+ years ago over a beer and an argument—the company had grown into one of the most successful and pioneering biotech firms in the world. But they’d been hands-off with telling their own story. With an awesome history and an insanely great culture—one built around a clear sense of mission—you’d think that story would be a snap to tell. Instead, they were getting lumped in with the rest of the pharmabro extortionists out there—fleecing patients who were fighting for their lives.

Time to get serious about telling better stories…

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…

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