Making a difference

In addition to donating $56.5 million to help Botswana fight the HIV and AIDS epidemic in 2000, Merck, the global pharmaceutical manufacturer, pitched in the services of its marketing and advertising teams.

Making a Difference

Chuck Kapelke

In 2000, Merck, the global pharmaceutical manufacturer, partnered with the Bill & Melinda Gates Foundation to help the African nation of Botswana fight a growing HIV and AIDS epidemic. In addition to donating $56.5 million, Merck pitched in the services of its marketing and advertising teams. Their challenge: to use their expertise to develop customized public health campaigns for various at-risk populations.

“We used a market segmentation strategy to figure out what was driving the epidemic,” explains Maggie Kohn, director of corporate responsibility at Merck & Company, Inc., based in Whitehouse Station, N.J. “There were...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands