Millennium Velcade

VELCADE had been steadily successful as a treatment of relapsed/refractory multiple myeloma and mantle cell lymphoma, but the brand team felt that the branding and messaging was soft, especially in comparison to a powerful, well-established competitor. To establish VELCADE as an innovative market leader (the first proteasome inhibitor) and suggest its integral role as the foundation of future therapy, we developed the “Leading the Charge” campaign. Arresting visuals and impactful messaging accompanied this new platform, resulting in record-breaking sales across multiple myeloma and mantle cell lymphoma.