Amplifying brand through a corporate campaign


Recognizing the need to build on the momentum of their recent rebrand, Exelixis sought to raise awareness of the company’s work through an advertising campaign that appealed to a diverse group of key stakeholders. Exelixis was also preparing for an anticipated hiring push in advance of the company’s move from South San Francisco to Alameda and wanted to explore how media could help augment their candidate pipeline.

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How We Helped

Waterhouse Brands (Waterhouse) activated Exelixis’ new corporate brand through a creative campaign called “Resilient Together.” The slogan “Resilient Together” served as an inspirational rallying cry for both employees and patients to collectively persevere in the face of adversity. Segmented executions of the campaign were tailored to advocacy, trade, and recruitment audiences. Waterhouse deployed the omnichannel campaign with attention grabbing billboard, BART station takeovers, and geotargeted digital ads that were designed to hit qualified audiences in the micro-minutes of their day such as during their morning or evening commute.

“[Exelixis] has scored big wins with its cancer-fighting drug cabozantinib, and now it’s rededicating itself to the research side of the R&D equation, so it needs more people. And when you look up in the Civic Center BART station in downtown SF, there’s an ad for Exelixis jobs.”

Ron Leuty, San Francisco Business Times, Nov 19, 2018

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