WINNER
CLIENT: Merck Serono
AGENCY: ThirtyThree and Peer Group
CREATIVE TEAM: all at ThirtyThree and Peer Group
When two firms with widely differing cultures - one "solid and reliable; the other with a reputation for innovation and daring" - came together, the challenges were clear. This campaign, designed to appeal mainly to scientists, encouraged people to look more closely at what the organisation really stood for when considering a career and aimed to dispel any misconceptions.
"Encapsulating the employer brand of a newly founded organisation is never easy, particularly in the early days of its evolution. Merck Serono came into being in January 2007 when Merck KGaA, a German chemical and pharmaceuticals group, acquired Serono, an Italian biotech company, creating a new pharmaceuticals division within the group. This project involved developing a compelling and accurate employer value proposition that would be enthusiastically received by employees and potential candidates and would work across Europe and beyond.
"A short phase of research activities took us to the heart of the
organisation and enabled the identification, definition and evolution of emerging themes and messages. These, in turn, directed the development of the creatively led attraction campaign currently running in press, online and via internal communications channels and materials.
"The end result is interesting, clever and has more than done it's job, reducing cost-per-hire while increasing engagement levels."