Situation
Pfizer Inc, the pharmaceutical leader that discovers, develops, manufactures and markets leading prescription medicines for humans and animals, as well as many of the world’s best-known consumer brands, has been a part of Terre Haute and the Wabash Valley for more than 50 years. With Pfizer’s strong program of company values, employees are encouraged to participate in activities to improve their communities, and while Pfizer colleagues and their families are very familiar with the benefits these activities bring, the average resident
may not be.

Problem
From time to time the need arises for Pfizer to place an ad in a local publication – school programs, civic organization newsletters, symphony and community theater programs, welcome guides, area college newspapers for recruiting, etc. Often these opportunities don’t allow sufficient time for the typical corporate approval process. Pfizer values community citizenship and requires approval of any media representation of the company for content and visual consistency.

Locally, Pfizer also wanted to create marketing ads to respond quickly to hiring needs and display its desire to hire professionally minded workers and attract the very best colleagues.

In the past, locations have used nothing more than the company logo in these ads, missing the opportunity to create goodwill for the Pfizer brand locally.

Solution Based on the local branding initiative, Pfizer Terre Haute asked MillerWhite to create a series of ads with the same graphic look and type treatment to be used as needed for community sponsorships and employment notices. Utilizing corporate-approved copy that highlights Pfizer as a good corporate citizen and a good employer, the ads were designed with photos of families and individuals to put a face on the Pfizer brand. They all carried the Pfizer logo and the tagline, “Life is our life’s work.” Chris Jefferson, director of business development for MillerWhite, said, “An ad series like this one, done locally for a major international company, highlights the importance of acting locally to manage your brand independently but aligned with national campaigns. These ads don’t need to focus on pharmaceuticals. They were created to raise community awareness of the local plant, but they carry the same positive values the company promotes nationally. By using the corporate-approved copy with the fresh ad look, they can be used whenever the local plant feels it’s necessary.”

Click on an image to enlarge.

Results “This ad series gives us a very positive presence in the community,” said Brenda Waltermire, Pfizer’s administrative assistant to the site director. “We have used them in the program for the Terre Haute Symphony and in the Guide to Terre Haute, which is available to visitors and anyone who is new in town. The ads have given us a more professional look in our local advertising.” << back to "mwfusion"