How Novartis Built a Culture of Creativity
This is the story about how Novartis became the first pharma company to put creative excellence at the heart of its marketing.
The story and people behind CREATE Meet the Novartis leaders, agency partners, and industry thinkers who built a new operating system for creativity — inside one of the world’s largest, most regulated pharmaceutical companies.
How did a montage of breasts of every size and shape, set to a track that teases “I see you looking, looking at me” start a national conversation about the importance of early breast caner screening? Watch and find out.
1 in 8 men will become prostate cancer patients. Why? Because they fear the finger test. Novartis, with the help of NFL legends, got tight ends everywhere to unclench, unwind, and relax — informing men prostate cancer screening starts with a simple blood test.
If you think pharma is different, think again. Is pharma a unicorn that defies the rules of world-class brand building? In partnership with the Ehrenberg-Bass Institute for Marketing Science and author James Hurman, Novartis publishes the first-ever study of how healthcare brands actually grow. The answer may surprise you.