Pfizer hands creative business to Y&R Indonesia

The agency is tasked with developing a strategy for the brand by creating a campaign theme with a key message, logo, key visual, tagline, and activation ideas to support the advertising drive, which is currently in preparation, according to the agency.

Slamet Achmad, senior product manager at Pfizer Indonesia, said Y&R was chosen for its smart and innovative strategy and ideas that represent an understanding of the brand and its target audience.

This is the first time Pfizer’s Norvasc brand is working with an agency. “Due to tight competition over the past few years on its common active ingredients, which is amlodipine besylate, the brand believed that communicating the functional benefits will no longer be the strongest way to approach the target,” John Domas, Y&R Group Indonesia CEO, told Campaign Asia-Pacific. “Therefore they are aiming to target the consumer by using a more emotional approach.”

Speak of the challenge, Domas said: “Since this is an ethical brand, we can’t really explicitly put the brand in our communication. We need to strategically develop strong communications that relate and connect to the brand itself without necessarily mentioning the brand and its benefits."