Thermo Fisher Scientific: Made with by Madras Global

The Drum 30 March 2018

New advertising for the Thermo Fisher Scientific Pharma Services portfolio, which includes both the Patheon and Fisher Clinical Services brands, puts a face on end-to-end drug development and delivery by celebrating real employees who bring expertise and commitment to deliver life-saving drugs to market.

The campaign, developed with agency of record Madras, marks a shift for the CDMO (contract development manufacturing organization) category leader, away from traditional capabilities and capacity communication that are standard in the space. By putting real people front and center in an integrated digital and print communication program directed at prospective clients and investors, the new campaign brings heart to what had been a purely scientific category.

Artful photography brings to life the human ingenuity that sets Thermo Fisher’s Patheon and Fisher Clinical Services businesses apart. While any CDMO can offer technology and capacity, true excellence is only possible when the right people are in the lab and in the plant to see opportunities and offer insights to overcome challenges in the moment.

The new campaign tells real stories of how Thermo Fisher’s employees make, solve and deliver for clients. And it always comes down to a combination of heart and science.

The campaign comprises three employee message pillars: ‘Made with Process and Purpose,’ ‘Solved with Chemistry & Conviction,’ and ‘Delivered with Capacity & Compassion.’ The stories are real-life depictions of employees’ prowess and passion.

Another campaign message pillar is ‘Made for Trials & Triumphs,’ which recognizes the driving force behind every Thermo Fisher Pharma Services employee’s work effort: making life-saving medicines available for real patients, every day.

Sendil Kumar

Sendil uses his experience in advertising and life to bring fresh thinking and a real world perspective to brands and the projects he works on.

Sendil believes that the fulcrum of creativity is unbridled passion. He’s a man of varied interests and multiple vocations. Having dabbled in theatre, advertising, film and music, Sendil believes the line that separates art and life is very thin. More than anything else, he considers himself a storyteller constantly in search of an audience. Consequently, he considers his achievements in advertising a result of his steadfast attempts at helping brands and clients narrate the product story in a way that’s least boring.

Sendil has nearly two decades of advertising experience, eight years of which he has spent as an ad filmmaker and the rest in leading advertising agencies and big brands. He uses humor as a weapon to disarm the most dogged of opponents and uses the power of human empathy to create deeper connections. He believes there is no problem that doesn’t have a creative solution and that good creative is one that works for the client and is remembered by the audience. He is currently trying his best to be a pacifist and striving desperately to be a vegetarian.

Ajit Devadason

The solutions Ajit has deployed for brands have successfully delivered on both creativity and effectiveness.

Ajit Devadason is Creative Head at Madras Global, India. He has over 18 years of advertising, photography and visual communication experience spanning F&B, Travel, Technology and the Auto industry. During stints across Delhi, Chennai, Mumbai, London and Bangalore, he has successfully defined a standard of creative and effective communication for clients that include Mahindra, Lucent Technologies, Hutchinson Max Telecom, Reliance Polymers, Bosch Auto, Coats India, Infosys, Lenovo, IBM, Vodafone, Tata Tea, Flight Shop™, Britannia, Wipro, Amazon and TVS Motor Corp.

Ajit is also a Formula One™ columnist and passionate Ducatista over weekends.

Sriram Sunder

Sriram is passionate about brands and has played a crucial part in creating and refining their evolution.

Sriram brings with him over 16 years of experience across advertising, digital planning, strategy and brand communications. He has worked at multinationals and established Indian brands. Sriram has been on his own from 2014 and ran a boutique creative agency called Propabrand offering creative and strategic consulting services for select National and Global Brands. Prior to going on his own, he was associated with Ogilvy & Mather, where he has held various roles as Client Service Director and Senior Planning Director and was an integral part of setting up O&M’s marketing services centre. Earlier to this he worked in Worldspace, McCann Erickson and ANZ.

From delegator to hands-on manager, all CEOs have distinct leadership style

Fierce CEO 01 March 2018

From being 100% hands-on to being a big delegator, CEOs all have their own styles of leadership.

These approaches allow their companies and employees to thrive, if their skills and personal approaches mesh, or fail, if they are not at the top of their game.

“CEOs only have one job: own the future,” said Ed Chambliss, CEO of advertising agency Phelps. “So everything I do as a leader revolves around that responsibility.”

First on that list “is to define the future—where we, as a company, should go to best prosper in the complex and constantly changing landscape,” Chambliss said. “That’s certainly not a quick or solitary exercise. Nor is it one you ever complete. But it is the reason you’re captain of the ship.”

Second is “articulation of the path to the team,” Chambliss said. “My personal style is to build voluntary alignment through a healthy discussion rather than by issuing orders. I never want people to do things just because the CEO said so. If they’re only doing something because of my title, rather than because they believe it’s the right thing to do, then they won’t be fully invested.”

Next is to back away, Chambliss said. “If you’ve set a good course and built alignment, then get the heck out of the way and let your people be the rock stars you hired them to be. Leadership is not management. And it’s certainly not micromanagement.”

“Once I’ve defined the vision and hired the best people I can find for every role, it all comes down to delegation, motivation and feedback,” said Fred Schuster, CEO of Madras Brand Solutions. “I delegate by trust and intuition. Micromanagement will stunt our growth, so it’s up to me to trust the team and stay out of the little things, but feel who’s ready for each challenge and when a project is coming off the rails. That’s the only time I step in. Particularly when there’s a lot on the line, it’s hard to let go and let good people do what they do best. But it’s the most rewarding thing about being a CEO.”

To motivate people, Schuster said he follows his father, who was a schoolteacher for 45 years. “Never shout because it puts people on defense, only raise my voice selectively to signal urgency and tell people when I’m proud of or disappointed in their work,” he said.

Often “the most important thing I do is listen,” Schuster said. “Feedback is a two-way street, and I learn every day what works, what people need, where we can improve and how my own adjustments figure into that. I guess you could call that leading by example.”

John Van Siclen, CEO of Dynatrace, sees being able to turn on a dime, when necessary, as the sign of a good leader.

“Greatness is fleeting and the next big thing is always on the horizon,” Siclen said in an interview with USA Weekly. “I’ve learned that it’s not enough to rest on today’s success, so staying a step ahead is something that’s always on my mind.”

Five years ago, anticipating the digital transformation needs of enterprises to adapt monitoring for cloud computing, “we made the decision to reinvent Dynatrace’s offering,” Siclen said. “We were already successful, nothing was ‘broken,’ so the decision to completely overhaul our solution faced some skepticism. Ultimately, it was the right call and has catapulted us to where we are today, redefining performance monitoring and application intelligence.”

“Today’s leaders are constantly working to navigate the complexity around them and the diverse people they lead,” said Brad Deutser, CEO of Deutser, a consulting firm.

This requires “a different approach to leadership—one that acknowledges the need to thrive in a constant state of change where leaders must adapt with a style that reflects vision and the desired future state, fiercely protects and purposefully evolves culture, and works not to communicate with, but genuinely engage with its constituents, inside and outside the organization,” Deutser said. “Clarity is the one must-have that drives performance at every level of the organization and simultaneously provides both flexibility and continuity.”

Clifford Backscheider, president of The Results Consult Group, said the operating style of successful leaders always has these characteristics:

  • Relentless focus on the goals and values of the company. These are the guiding stars.
  • Personal humility: Only hire people who are smarter than you and work to draw out the best in others.
  • Maintain a “clinical separation” from the emotional climate that affects employees; do not define your self-image by the reactions of others.
  • Others are drawn to trust the leader and thereby willing to risk on behalf of the company.
  • A leader really only has two tasks: to hold and communicate the vision/goals of the enterprise and to remove barriers in the way of employees accomplishing the goals.

“Considering my position as founder and CEO, I remain 100% hands-on in every aspect of the company from budget approval, to product shipping, to customer service,” said Hesam Lamei, CEO of Aventis Systems. “Despite having an introverted personality, I’m able to communicate my vision and drive it forward, which has been one of the keys to our success. I quickly recognized that the more time you put into the business, the more you get out of it in the long run.”

“I have seen a lot change over the past 15 years and can confidently say we will only continue to see additional changes year after year,” said Frank Gonzalez, president of TSP. “As a business owner and CEO, you have to stay ahead of the curve—or at least not fall behind.”

As the industry evolves, so must the company, Gonzalez said. “You have to develop new service offerings in order to compete, as well as add value to customers. In addition, cybersecurity as it relates to data breaches and loss is a major concern for any business.”

Ultimately, “improving the effectiveness of our leadership and management teams to attract and retain engaged, high-performing employees is vital to staying relevant,” Gonzalez said. “A nurtured company culture is essential to carrying employees through any uncertain times.”