Finalist
Launching a New Identity at a Defining Moment
by Johnson & Johnson Innovative Medicine UK
Summary of work
2024 was set to be a landmark year for Johnson & Johnson (J&J) in the UK, as the company prepared to celebrate its 100-year milestone, having launched its first overseas entity here in 1924.
As we prepared to mark the Centenary, we also embarked on a bold new chapter – uniting our pharmaceutical and MedTech businesses under a J&J Masterbrand, specifically rebranding the Janssen Pharmaceutical Companies of J&J to Johnson & Johnson Innovative Medicine (J&J IM).
Faced with two pivotal moments, the Communication & Public Affairs team worked to ensure that the UK was one of the first EMEA markets to lead this global transformation, creating a seamless and impactful transition, while honouring the company’s rich legacy.
Through a strategic, high-impact approach, we launched the new brand to our external stakeholders and engaged employees on an unprecedented scale.
Beyond a company rebrand, this was a once-in-a-century opportunity to reinforce our longstanding purpose: combining our legacy in healthcare innovation and patient care, to lead the future of medicine and shape healthcare for the next 100 years.
Judges’ comments
This elegantly integrated campaign from J&J was a big ask and highlights their strength in repositioning. The objectives were well set-up and the judges recognised that a company re-brand is a massive feat. It was big and old, well executed and well delivered.
