Michael Benis
Case History: Zambon Group, Bresso
I worked with Zambon, the largest Italian-owned pharmaceutical multinational, for over 5 years as Creative Director of Nexus. The support provided ranged from general communications and brand strategy through to Zambon’s themed annual report, and the online and print advertising for its fine chemicals, pharmaceutical and corporate venture capital companies.
Press Advertising
The ad on the left was produced for Zambon’s fine chemicals company, now named ZaCh System. The strategy was to remind potential and existing customers of the added value offered by Zambon’s acknowledged process expertise, helping them focus on this crucial contribution rather than on the simple raw materials cost savings offered by Far Eastern competitors. The domino visual was not only unusual in sector publications, attracting attention for this reason, but also made a play on the unpredictability of low-cost suppliers on the one hand, and the sure-fire success made possible by Zambon’s process expertise on the other. The ad generated a substantial increase in business and very positive feedback.
Value Report
Brand and Communications Consultant
Branding • Creative Concepts & Strategy • Copywriting
• Creative Direction • Speechwriting
For a number of years Zambon published a themed annual report in English which focused on a particular aspect or market of the multinational, in addition to presenting the results and market analyses for the year. The 2007 Value Report shown below was centred on Zambon’s centenary celebrations.
Industrial Incubator branding and launch
The last project shown here saw Nexus develop the strategy, concepts and copy for the website and brochure that launched Z-Cube, which was originally an industrial incubator for pharmaceutical research spin-offs. The word play on cube / incubator was extended to encapsulate the innovative three-way support offered researchers, expressed in the strapline “the potential of your research, cubed”. The campaign and website were highly successful, attracting substantially more applications than the most optimistic projections.
