Bristol-Myers Squibb, a traditional pharmaceutical company, transformed their business and operations to become a next-generation Biopharma leader. Strategically, they combined strong internal R&D, licensing agreements and Biopharma acquisitions to create a robust, innovative pipeline. This helped them maintain the reach and resources of their major pharmaceutical company and supplement that with the can-do spirit and mentality of an innovative biotechnology company.
My core responsibility as a project creative lead was to develop external campaign elements that supported the BMS Biopharma strategy. This included concept exploration, layout design and company message/tone copy.
The BMS strategy to evolve into a next-generation Biopharma leader was known internally as “The String of Pearls”; it represented the BioPharma acquisitions (pearls) and the innovative, entrepreneurial spirit of the company employees (string).
My core responsibilities were to create an approachable campaign for employees to engage and empathize with the company Biopharma vision and graphically explain the top-line aspects of the “String of Pearls” strategy. This incorporated mixed digital media and print tactics that were displayed internally.