Lonza
The power of a single word.
The power of a single word.
CLIENT
Lonza, Switzerland
Lonza, Switzerland
SCOPE
Advertising creative
Copywriting
Tone of voice
Writing style guide
Brand manual
Employee engagement
Advertising creative
Copywriting
Tone of voice
Writing style guide
Brand manual
Employee engagement
AGENCY
Coley Porter Bell + Ogilvy PR
Coley Porter Bell + Ogilvy PR
The brief was to move the industry perception of Lonza from old and established (they were founded in 1897) to modern and forward-looking. The word 'Next' achieved this in a very simple, but effective way. Suddenly, Lonza was all about innovation and the promise of the future. The other key word used is 'Together'. It underlines how they value partnership – Lonza don't actually discover medicines, they just manufacture and commercialise them for other drug companies.
Brand manual
