“We worked with Pfizer to unpack what it means to be a woman across Europe & Canada"
Identifying emerging growth areas in women’s health
As one of the world’s largest pharmaceutical companies by revenue, Pfizer identified the opportunity to capitalise on the growing penetration of women’s health products. To help them understand how to play in this space, the propositions that would be most relevant and how this would impact their current portfolio of brands and organisations, we worked with Pfizer to unpack what it means to be a woman across Europe and Canada. We interviewed beauty experts and fashion consultants, gender studies academics, through to gynaecologists, and reviewed leading retail spaces and content.
Revisioning existing brands and buying in new ones
We developed a map of this space, outlining several emerging territories with growth potential which led to the repurposing of many of its existing brand identities and communications. This strategic development plan is used as the benchmark for all business opportunity assessment.