Big time employer branding

Merck Group is a giant in the chemicals and pharmaceuticals sectors. It employs 33,600 people in 59 countries. This global employer branding programme brought much needed consistency to its employee comms. At the same time, the branding was flexible enough to allow more targeted messaging in different countries and business areas. I helped develop everything from the initial positioning statement to the final websites, banners, stands, brochures and ads.

I wrote the global website, a country specific site for Merck Germany and a business specific site for Merck Serono – Merck’s pharmaceutical arm.

Press ads had to be simple, direct and free of the kind of colloquialisms only native speakers would understand. Above all, they had to capture the essence of the brand – people working together to make great things happen.