Pharma giant on plans to ‘future-proof’ and ‘humanise’ its brands

We are continually future-proofing brands

“When we want to modernise them, that team comes in, works with the brand team and helps make sure we’re continually future-proofing our brands. We’re very excited about this opportunity to infuse humanity into the brands and into the teams.”

Rogers noted that the CMO role within the company had expanded over the years into one that assisted in “joining dots and pulling teams together”, as there were traditionally too many silos within the business.

“Now it’s about collaborative teams, agile working, bringing in the right ingredients into the team at the moment that you need them. And so we’re now trying to think about how we can break down some of the silos and get the teams working together.”

She added: “We’re thinking more about how we are designing the experiences that a consumer has along their health journey, and where we then make sure we’re doubling down so that health journey helps them get to a better outcome.” 

“But it requires this cross-functional group to really come together, because experience is everything. From flipping open the cap of Voltaren and how you apply it, all the way through to buying it in-store and experiencing content online from Voltaren’s at-home exercise programme.”