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The Sudler London Award for Excellence in Mature Brand Revitalisation

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Winner

AmBisome – Winning the Battle for Hearts and Minds

Gilead in association with Langland


Summary of work

Winner: Gilead in association with Langland

Effective clinical decision-making is vital when managing invasive fungal infections. The immuno-compromised, including cancer and intensive care patients, can succumb to infection and rapidly deteriorate. Delaying or choosing an inappropriate treatment option can be fatal. 

Launched in 1990, Gilead’s AmBisome (liposomal amphotericin B) became the gold standard within the anti-fungal category. However during the following 20 years, the landscape changed. Competitor brands aligned themselves to the two major pathogen classes, effectively bisecting the market and niching AmBisome.

With AmBisome’s market share declining year-on-year, the brief to the 2010 global brand team was simple – keep it ticking over. 

Instead, with cross-functional team-work and customer engagement, AmBisome was cleverly repositioned. Despite being in a functional-led category, the brand was aligned to a key emotional driver, realised through powerful creative work. Enabling the brand to challenge customers’ mindsets. Coupled with a strong clinical rationale, the campaign targeted diversified key segments and delivered consistently through innovative tactics. 

Effective affiliate management led to excellent local implementation. Following years of declining performance, AmBisome, two decades post-launch, demonstrated market share growth. Internal attitudes were transformed and the campaign became a catalyst for a new chapter in its life cycle. 

 

 

Executive summary as submitted

Judges comments

"Gilead took a structured approach to meeting the brand’s challenges by using striking and evocative images. In doing so it brought an emotional campaign to focus on a new target audience of clinicians.

It took a very old brand, in an area that can very easily get tired, and in a budget-constrained environment achieved 20 per cent growth in both unit and sales, while also increasing its market share."


Finalists

Global brand relaunch - ConvaTec in association with Havas Life Medicom

Making ERBITUX Matter: Born Fighters Campaign - Merck Serono in association with WCG

Fragmin – the 22-year-old brand coming of age - Pfizer