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The complexity of navigating a drug with 19 (and counting) indications in U.S. and global markets, as well as a co-promote with targeted therapy Lenvima, presented a unique opportunity for Merck’s blockbuster cancer drug Keytruda.
Adapting an “omni-channel” approach required a strategic and creative messaging platform to serve as a consistent backbone to the multiple indications. The addition of a co-promote, required a visual identity that was complementary to Keytruda without overshadowing the master brand.