From Archetypes to Individuals
Date
2021–2025
Service
Personalization
The Challenge
Most people managing weight or T2D know their own struggle intimately — but brands don't. Pharma creative is built around personas and archetypes, not people. In the most competitive drug category in decades, that gap is where patients get lost. So we asked: what if a brand could actually close it?
The Solution
Partnering with Eli Lilly, we built the Lilly Start Up Program to make every marketing experience feel truly individualized. Using smart data, we precisely identify the individual — their psychological nuances, motivations, and real‑world barriers — and the exact transformation moment when they're most ready to act. Then we deliver content that meets them there, extending into holistic lifestyle support to help them make treatment decisions and stay on track.
The program became the blueprint for Lilly's global marketing of Mounjaro and Zepbound.
"Design for the context, not just the click. Whether they're in a moment of frustration or a moment of hope, the creative must adapt to their immediate emotional state."
