Thermo Fisher Scientific Forgoes Jargon For Passion In New Campaign

MediaPost 02 April 2018

Thermo Fisher Scientific is launching a new campaign that purposefully downplays the dense technical aspects of what the company does by focusing on the potentially life-saving products the company produces and the people that develop and deliver those products.

The integrated digital and print campaign, developed with agency of record Madras, marks a departure from previous efforts for the contract development manufacturing organization which tended to focus on purely scientific capabilities.

The new campaign tells real stories of how Thermo Fisher’s employees make, solve and deliver for clients, emphasizing both the “heart and science” of what those workers do.

Taglines include, “Made With Process And Purpose,” “Solved With Chemistry & Conviction,” And “Delivered With Capacity & Compassion.” Also, “Made For Trials And Triumphs.”

“We found that the Patheon and Fisher Clinical Services brands leadership comes down to human ingenuity and commitment, so we put a face on the people who make vital cures available,” said Bill Davaris, chief creative officer at Madras.

Industry ads debuted on March 20 at a trade conference in New York City, while mainstream advertising broke March 30 in USA Today and other publications.

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.