Finalist
Repositioning Vertex as a Global Scientific Leader
by Portland for Vertex Pharmaceuticals
Summary of work
Portland worked with Vertex Pharmaceuticals on the media launch for the first gene therapy for the treatment of people with sickle cell disease (SCD) or transfusion-dependent beta thalassemia (TDT).
As we expected media interest about this topic to be high, we sought to increase recognition of Vertex’s scientific story, ensure reporting fully captured the significant burden of both diseases, and ensure accurate reporting on the complex science and nuanced political environment for cell and gene therapies (CGTs).
Through appropriate early engagement of media, we delivered tailored messages to successfully educate journalists on the importance of this scientific breakthrough, Vertex’s role in its development and position as a global scientific leader, while reinforcing the value this therapy could bring to the entire life science ecosystem.
Judges’ comments
Portland and Vertex have put together a campaign with solid tactics and a clear strategy that went beyond the KPI coverage. It had lots of good detail around objectives related to context and on outputs/outtakes. It had a clear threefold strategy and was well informed and justified.
