Photosound | Pharma Integrated Marketing
GSK respiratory congress, early 2000s
GSK NASCAR activation, early 2000s
Rendering of a BMS cardiology congress, early 2000s
MSD rheumatology congress, early 2000s
Summary
Directed the global experiential delivery for a blue-chip pharmaceutical roster, progressing from UK-based Producer for GlaxoSmithKline and Bristol-Myers Squibb to Senior Account Director in the United States.
Tasked with leading the agency’s largest global account (Merck, Sharp & Dohme) and directing the GSK NASCAR mobile brand experience tour to anchor the firm’s North American footprint.
The Sharp End
Business & Design Leadership: Acted as the primary strategic lead and stakeholder manager for the $4M+ annual MSD account, managing a team of direct reports and a cross-functional studio of spatial designers, developers and graphic designers.
Directed the end-to-end creative and technical workflow, from initial architectural concepts to digital engagement layers; ensuring that the spatial narrative and interactive components functioned as a single, coherent brand experience.
Global Operational Oversight: Led the strategic planning and on-site delivery of pharmaceutical trade show architecture across 20+ global cities annually. Coordinated with external build crews and specialist contractors to translate 2D designs into 3D environments under high-pressure, fixed-deadline conditions, from International medical congresses to national US roadshows.
The Impact
Commercial Partnership: Secured the long-term stability of the US operation through high-level stakeholder retention and the sustained growth of the flagship $4M+ MSD mandate; providing the primary commercial engine for the North American office following its establishment.
Strategic Versatility: Successfully transitioned the firm's core trade show expertise into the mobile activation space; directing the GSK NASCAR brand experience tour and proving that the "Photosound" methodology could scale into high-impact, national consumer roadshows.
Tactical Rigour: Developed a reputation for "staying calm inside the chaos" by resolving complex logistical challenges before they impacted client reputation; ensuring the agency remained the preferred partner for the world’s most demanding pharmaceutical environments.
The booth that burned on the road to Madrid
When a fire threatened to derail a major pharma launch, we rebuilt the entire booth in 48 hours.
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