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showmethework.com v3 - portfolio site of Matt Knott: Pfizer Innovation branding (pitch)
Dec 1, 10:14 PM
Category Branding  

Pfizer (Consumer Healthcare) had numerous initiatives and programmes centering around innovation, but wanted something to tie them together into one consistent overall communications programme or campaign.

We won the pitch – the third route was chosen for development – but PCH was sold to Johnson&Johnson shortly after and the project was reduced in scope to a newsletter.

Pfizer Innovation Branding

Route 1
This route took each of the factors in Pfizer’s innovation process and made them a superhero, characters that could inspire and work in a very flexible way. The graphic language of comicbooks would work across employee comms – a newsletter would become a comicbook, a management memo could be brought to life with a ‘KA-POW’.


Pfizer Innovation Branding

Route 2
This route played on the idea of a secret department – ‘Q’ in James Bond, the Men in Black, etc – to create the ‘Department of Innovation’. The launch would generate an air of mystery, a buzz, with a series of spacial solutions that are not fully explained. Communications that then followed would have a strong impact – who wouldn’t want to receive a “Top Secret” memo from the Department of Innovation?


Pfizer Innovation Branding

Route 3
This route brought the concept that innovation is something that is ever-changing to life. A malleable form could be sculpted to form anything – a truly flexible solution.

(September 2006)