March 6, 2013
After doing it for several years.
No answer yet
In the mid-aughts, Eli Lilly's Cymbalta brand launched a huge campaign unbranded campaign – "Depression Hurts". Their was an aggressive national media buy and strong online presence that helped define depression and its treatment. Then after a while - I think it was a year or so - they flipped the switch, and converted all the equity behind the unbranded "Depression Hurts" campaign into branded Cymbalta messaging. They kept the "Depression Hurts" tag, the aggressive media schedule, the robust online presence - but suddenly it was all Cymbalta branded. This may have been slightly evil but it was also wickedly smart. They established a huge amount of positive sentiment around an idea (Depression Hurts) that they then converted to their brand.
B - Free Library. The library is run by smart people who could be important sources of content and engagement. Theirs is a trusted brand that could perhaps close the gap in operating costs by offering sponsorships for their top-notch content offerings.
Philly-based creative director, copywriter, and strategist. I am currently dragging pharma and other healthcare businesses into the 21st century.
I've enjoyed everything I've done so far. Kudos to David and co.