Challenge
Challenge
Orencia entered a biologics category dominated by established leaders including Humira and
Enbrel while facing new competition from Xeljanz. Orencia was effective, and needed to
be understood, remain visible, differentiated, and compelling to HCP and patient audiences.
Over 2 years of targeted creative, the campaign continued to expand across channels, audiences, and markets while helping maintain
Orencia's relevance in a highly competitive category. The platform supported thousands of patient interactions, earned industry
recognition, and demonstrated the power of a distinctive creative system to endure beyond a single launch moment.
Orencia–Creative Leadership that Matters
Outcome
Outcome
We evolved the Rope Effect platform into a broader communications ecosystem spanning patient,
HCP, congress, digital, experiential, and broadcast channels. By transforming symptoms into a visible
adversary, the campaign gave patients a more emotional and empowering framework while creating
a flexible system capable of supporting hundreds of executions worldwide.
As the VP, Creative Director, I served a prominent client-facing role for the largest account at the agency. This 10M account needed unrelenting
creative leadership and positioning crafting in what was one of the pharma's most visible and sustained branding battles in the biologics RA category.
Approach
Approach
We evolved the Rope Effect platform into
a broader communications ecosystem
spanning patient, HCP, congress, digital,
experiential, and broadcast channels.
By transforming symptoms into a visible
adversary, the campaign gave patients
a more emotional and empowering
framework while creating a flexible system
capable of supporting hundreds of
executions worldwide.
Orencia–
Creative Leadership
that Matters
Over 2 years of targeted creative, the
campaign continued to expand across
channels, audiences, and markets while
helping maintain Orencia's relevance in a
highly competitive category. The platform
supported thousands of patient interactions,
earned industryrecognition, and
demonstrated the power of a distinctive
creative system to endure beyond a single
launch moment.