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Winner 2010 - Sudler & Hennessey Brand Revitalisation Award


Company: MSD

Campaign: You can teach established brands new tricks


PMEA Winner - Sudler & Hennessey Brand Revitalisation Award


This category recognises the marketing team that demonstrated it had successfully changed perceptions of a mature or existing ethical or OTC brand in the UK or Europe, among its target audience/s, leading to a turnaround in market performance, whether through advertising, PR, sales promotion or an integration of the marketing disciplines.

Award sponsor


Sudler & Hennessey logo "With fewer and fewer blockbuster launches, pharmaceutical companies need to get the maximum value from their brands across the entire lifecycle, that is why Sudler & Hennessey are proud to sponsor the PMEA award for Brand Revitalisation."
Max Jackson, CEO, EMEA and APAC, Sudler & Hennessey



Campaign overview

In 2009 Remicade was suffering a decline in performance and perception both internally and externally. As third choice treatment, behind newer anti-TNFs, an efficacy positioning strategy to all customers and all patients was unrealistic in a changing patient-centric market and re-enforced negative perceptions of the brand. Following major market analysis, MSD created a credible multi-patient and customer-segmented campaign and aligned it to the needs of the NHS and patients with rheumatoid arthritis.

Brand revitalisation award

Judges' comments

"A textbook example of successful lifecycle management to revitalise a brand and rebuild a market - this campaign ticked all the boxes."

"They stripped down the brand, identified new markets, skilfully differentiated both brand messages according to tightly defined patient segmentation and defined unique drivers across a spectrum of key healthcare stakeholders - a perfect case of skilful market segmentation."


 Other entries


Key dates

Entry deadline 26 August 2021
Extended entry deadline 2 September 2021*
*additional fee applies
Judging Day 1 October 2021
Company of the Year Interviews 22 October 2021
PMEA Event 24 November 2021