Reckitt

McCann London *Lead Agency

Jocelyn Major, Strategy Director
Mel Arrow, Chief Strategy Officer
Jonathan Brown, Head of Strategic Product
Katie Edwards, Global Business Lead
Morgan Lafferty, Business Director
Ruth Boulter, Creative Director
James Crosby, Creative Director
Will Cottam, Creative Director
Sarah Shiplee, Creative
Beth Heaton, Creative
Lisa Caranna, Head of Design
Becky Priest, Strategy Director
Kimmie Dhesi, Account Director
Regan Warner, Executive Creative Director
Aaron Raybe, Producer

Golin

Victoria Brophy, Executive Director
Beth Whitworth, Director
Liv Huxtable, Consultant

McCann Health

Gini Baysheva, Account Director
Lee Menzies-Pearson, Strategy Director

Zenith

Andy Carter, Planning Director

In 2020, after 5 years of declining sales, Nurofen faced a devastating and unforeseen challenge: a global pandemic, in which ibuprofen was (wrongly) demonised by health professionals, causing sales to plummet. This is how we rewrote the rules of the pain-relief category and pulled off a daring comeback. We elevated empathy while others focused on efficacy, and then took on the most pressing, yet overlooked, healthcare issue of the moment: the ‘Gender Pain Gap’. By understanding the human impact of pain, particularly when mismanaged, we regained society’s trust, re-established Nurofen as a leader, and yielded an impressive ROI.