Pre-Merger Strategy and 25th Anniversary Celebration for Biogen
Client: Biogen, Biotechnology
Project Duration: Two years
Scope: Pre-merger strategy, employee communications, brand positioning, 25th anniversary celebratory materials
Project Overview:
Years ago, Gunther Winkler, Senior VP at Biogen, approached Agency BEL to partner on a pre-merger strategy as Biogen was preparing to merge with IDEC. The project involved simplifying strategic findings from Harvard Business School, creating a positioning to attract potential merger and acquisition partners, authoring employee communications to ease the impact of the merger, and developing celebratory materials for Biogen’s 25th anniversary.
Objectives:
- Simplify and communicate strategic findings to make Biogen more attractive to potential merger and acquisition partners.
- Develop a clear and compelling brand positioning statement.
- Author employee communications to prepare and support staff during the merger process.
- Create celebratory materials for Biogen’s 25th anniversary to reinforce the brand’s heritage and achievements.
Strategy:
1. Pre-Merger Strategy:
- Conducted a comprehensive brand audit to evaluate Biogen’s current market positioning and identify areas for improvement.
- Simplified strategic findings from Harvard Business School to present a clear and actionable strategy to potential partners.
- Developed a brand positioning statement that highlighted Biogen’s strengths and potential for growth.
2. Employee Communications:
- Created a series of internal communications to keep employees informed and engaged throughout the merger process.
- Authored messages that aimed to soften the impact of the merger on employees and maintain morale.
- Organized townhall meetings and Q&A sessions to address employee concerns and provide updates.
3. Celebratory Materials:
- Designed a 25th-anniversary logo and developed a commemorative book to celebrate Biogen’s legacy and achievements.
- Created celebratory materials, including brochures, posters, and digital assets, to highlight the company’s milestones and future vision.
- Developed a strategy to leverage the anniversary celebration as a platform to reiterate Biogen’s values, vision, and mission.
Execution:
Laura Sauter, with her expertise in branding and strategic communications, led the project. The team worked closely with Biogen’s senior leadership and employees to ensure a smooth transition and effective communication during the merger process.
Results:
- Enhanced Merger Appeal: The simplified strategic findings and clear brand positioning helped Biogen attract potential merger partners, culminating in the successful merger with IDEC.
- Employee Engagement: The targeted employee communications maintained high morale and engagement levels during the merger process.
- Celebratory Success: The 25th-anniversary materials successfully highlighted Biogen’s legacy and future vision, reinforcing the brand’s position in the biotechnology industry.
Testimonial:
“Thank you for everything you taught me along the way, on a site which was difficult for everyone to get off the ground in a culture which is sometimes resistant to change. We appreciate your patience, the passion, and optimism you brought to the project.”
— Amy Russell, Director of Corporate Advertising
Conclusion:
The pre-merger strategy and 25th-anniversary celebration for Biogen showcased Agency BEL’s ability to manage complex strategic communications and branding projects. By simplifying strategic findings, developing compelling positioning, and engaging employees through effective communications, Agency BEL helped Biogen navigate a critical transition period and celebrate a significant milestone in its history.
For more information on our branding and strategic communication services, visit Agency BEL.
