The agency has been tasked with coming up with a narrative which clearly and concisely explains who Merck is, why it exists and where it is heading. Merck will use the narrative to sharpen its storytelling as a science and technology company.
Axel Loeber, head of corporate branding and strategic communication projects at Merck, said: “When we created Merck’s new visual identity a few years ago we took a very deliberate decision to break away from the ‘sea of sameness’ which characterises the industries we are present in.
“The same needs to be true for our narrative – we need to go beyond the expected. In Golin we believe we have found a partner who has the strategic and creative strength to help us do just that.”
Nick Bishop, Golin’s head of corporate, added: “Working with a company that truly wants to break the rules is as rare as hen’s teeth. Merck is bold, brave and totally committed to doing things differently and all of us at Golin feel very privileged to be working with it on this project.”