Pharmacia/Pfizer Case Study
The Challenge
When formed through a large merger, Pharmacia faced the challenge of planning and managing implementation of its new identity in architectural applications across 180 sites in 54 countries-a grand total of approximately 3,000 signs.
The goal: apply the new brand to Pharmacia's 60 primary locations within 6 months, and complete all sites within a year.
However, 3 short months after Icon completed this program to the client's satisfaction, Pfizer acquired Pharmacia, which created a new and even more challenging objective: develop a sign family that would utilize the existing signage, obtaining maximum cost savings while effectively implementing the new brand.
The Solution
Icon was one of only a few companies with the program management experience and infrastructure to handle a turnkey project of this scale at a competitive price. And our ability to single source the branding program differentiated us among those top providers.
First, Icon simplified the project with updated site definitions: many groups of sites shared the same general location, so we were able to reduce the original 700-site list to 180.
Icon then created a detailed electronic database that documented each site through text and photographs. This tool helped us make recommendations and efficiently determine the priorities for each location.
Finally, we called on our worldwide network of manufacturing and installation partners to implement the program across all locations-to the highest standards of quality and consistency. And we completed re-identification of 350 fleet vehicles.
When Pfizer acquired Pharmacia, the client chose to retain Icon for 2 reasons:
- The successful installation and implementation of the original Pharmacia brand
- The knowledge of signs and global expertise that Icon is known for
The Result
Icon completed the original Pharmacia program well within the established budget and time frame.
And when additional needs arose, Icon added value by pursuing the intent while meeting the client's budget. Once again, we achieved a successful conversion.
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