CLIENT
Genentech
Amanda Fallon, Sr. Director, Corporate Relations
Dinah Kumbera, Sr. Marketing Strategist
Robert Williams, Sr. Creative Strategist
Melissa Tioleco-Cheng , Sr. Brand Operations Manager
Tyler Anderson, Sr. Brand Strategist
AGENCY
Goodby Silverstein & Partners *Lead Agency
Stephanie Phillips, Group Brand Strategy Director
Chelsea Bruzzone, Brand Strategist
Will Elliott, Creative Director
Wes Dorsainvil, Associate Creative Director
Rachel Stermer, Account Director
Jeff Goodby, Co-Chairman
Bonnie Wan, Partner, Head of Brand Strategy
Timothy Plain, Executive Producer
Dan Greener, Copywriter
Matt Dunn, Art Director
Lauren Adrover, Director, Research Strategy
Nikita Chistyakov, Quantitative Strategist
Amanda Charney, Account Manager
Noah Dasho, Sr. Print Producer
Maren Severtson, Communication Strategy Director
CMI Media Group
Amanda DiCairano, Team Lead, Paid Media
SUMMARY
Genentech invented biotech. But over time, it had become one of many pharma companies competing for thought leadership and talent. Our key objectives were to amplify our leadership and innovation credentials and increase willingness to work for and partner with us. The “Ask Bigger Questions” campaign led to double-digit perception shifts across all our audiences, re-establishing Genentech as an “innovative” and “inspiring” “leader” (top 3 brand attributes after exposure). Brand momentum, affinity and relevance increased 17-25 points. Lastly, willingness to partner saw double-digit lift.
