EMEA launch strategy and creative execution
We delivered an end-to-end EMEA multichannel campaign for a client operating in a highly competitive landscape; from comprehensive research to distinctive, strategy-led creative.
Client challenges
- The client had an established product on the market within multiple myeloma, but with LOE forecast
- The client also had a new brand within the same therapy area due to be launched in mid-2016
- Another 'me-too' compound was due to launch within 6 months of our client's launch
- The overall competitive environment was braced for a lot of change as many new competitors were due to launch.
Our approach
Desk and Internal Customer Research
We performed a gap analysis and internal research across EMEA countries to understand key stakeholders and learnings to date.
Primary Research
We undertook research and developed learning journeys for haematologist, pharmacist and payer; setting out beliefs, perceptions, and behaviours for new treatments.
Strategy and Planning
We simplified existing segmentation to deliver a clear framework, strategy and engagement plan for key stakeholders.
Creative execution
We developed distinctive creative and resonant key messages - unbranded and branded - tailored to context and needs, that worked across channels within EMEA.
Integrated multichannel programme
We iteratively developed an asset library for all marketing materials, with localisation guidance.
Internal launch event
We staged a high-energy internal event for sales teams to launch the new campaign, brand positioning, messaging and strategy.