LS&Co. Website
Crafting the next chapter in LS&Co.'s story.
Next Project
After successfully collaborating with Genentech for a number of years, we were contracted to define an over-arching direction for the company’s recruitment advertising campaign.
The Challenge
We were handed a pretty tricky brief: define Genentech’s recruitment brand and develop an integrated campaign to meet an urgent need, that is in line with the new corporate brand – despite the fact that the corporate brand has yet to be rolled out.
The Solution
We strove to break new ground with a fresh, impactful campaign – while working closely with corporate brand stakeholders to assure the campaign faithfully represented the company’s emerging brand ethos.
Digging into the Message
We collaborated with Genentech’s HR department and conducted independent research to define the key drivers for the employee prospects Genentech seeks.
The primary take away was: while Genentech can compete with virtually anyone on “cushy-ness and perks” to attract talent, this is a battle of attrition – especially when competing with indirect competitors like Facebook and Google.
Therefore they needed to leverage the unique benefit that separates them from those competitors as well as any direct competitor – the desire to help millions through medicine that most biotechs are too conservative to pursue.
From there, we crafted the campaign around the inspirational assertion that every single employee at the company was contributing to its noble goal.
The Result
On the back of a successful recruitment brand launch, we were drafted in to help the corporate relations team create the new look and feel for the parent brand.
5
years Iron has worked with Genentech.
2
awards won for work performed for Genentech.