You need it when?!?!?!
Omnicare Clinical Research came to DDCworks just as it was about to break away from its parent company, Omnicare, Inc. The company needed to create and launch a completely new brand platform while communicating information about the spin-off among its clients, employees, partners and the industry as a whole. Most importantly, it needed to be done without sacrificing the existing brand equity fostered in the clinical trials space. And perhaps the biggest challenge of all – the entire project had to be completed within two months time due to the timing of the spin-off and under a cloak of silence relative to most audiences.
Never shying away from a challenge, DDCworks sprung into action and launched a multi-tiered rebranding effort over an intense eight weeks. The agency reviewed existing research and conducted its own analysis of the company’s public image. After intense research and honest discussion with the client, Theorem Clinical Research was born. Through working with Theorem, DDCworks quickly understood that the company’s main differentiators were its talented employees and ability to continuously provide services that matched the precise needs of the pharmaceutical industry. These two attributes became the foundation of the new brand and the central themes woven throughout the new Theorem Clinical Research “story.”
DDCworks introduced Theorem Clinical Research and announced its spin-off from Omnicare Inc. to the investment community, employees, customers and industry press. The agency utilized the buzz this news generated to strategically leak the brand’s new elements one-by-one to generate anticipation and excitement around the relaunch. Finally, Theorem made a big splash at DIA, the industry’s largest annual tradeshow with the brand’s official rollout.