Geneva Rebranding Campaign to Sandoz

Marty Fitzgerald, now Defiant Creative's acting V.P., led the creative team that launched the rebranding of Geneva Pharmaceuticals to Sandoz Inc. by engineering a seamless corporate brand transition for the second largest generic pharmaceutical company in the world. The challenge was to develop a launch strategy for the new brand and a transition strategy for all existing media without causing any uncertainty or confusion for customers, end-use consumers and employees on the name change. Any such concerns in the market place were eliminated by building on Geneva’s brand equity to enhance awareness, retain loyalty and reinforce the company’s commitment to the generic pharmaceutical market. Strategic and creative services for all sales and marketing materials were provided including the following:

• Advertising and creative services for all sales public relations and marketing communication projects
• Multi-media development for journal advertising, including ad placement, PowerPoint presentations, e-mail blast and electronic brochures
• Promotional production for all new collateral materials, including direct mail, posters, premiums, promotional printing, trade show and exhibit signage
• Fulfillment, inventory, pick and pack, and shipping of rebranding materials
• Destroy and remove all existing promotional materials with Geneva Pharmaceutical Logo
• Rebranding Logo Treatment Scheduling
• Existing product and corporate literature, premiums, graphic panels
• New and existing outdoor & indoor signage for both Dayton and Princeton facilities
• Template for internal documents and correspondence

Mission Accomplished! The brand equity was seamlessly transferred from Geneva to Sandoz (who remembers Geneva?) By streamlining all creative, production and fulfillment services with one company, Sandoz realized a significant cost savings of $250,000 and—more importantly—projects were delivered on time and below budget.