During the past five years, the Electronics business of Merck has been transforming rapidly. As one of the world’s leading science and technology companies, the aspiration of Merck is to enable new technological breakthroughs in all kinds of industries and to co-create future markets. In collaboration with my long-time friends from Peter Schmidt Group, part of the global BBDO network, we figured out how to reshape the Merck Electronics brand and how to tell that story more compellingly to underline the ongoing business transformation.

Category: Strategy Project
Partner: Peter Schmidt Group, BBDO
Client: Merck